Bookshops now offer customers comfy chairs and coffee in order to increase sales. Airlines devote more computer power t o in-flight entertainment and gambling than to keeping planes in the air. Flagship stores and websites use showbiz skills to build long-term brand loyalty. And even television stations specializing in hard financial data rely on reports about cybersex to keep viewers hooked.Michael Wolf provides a thrilling tour of the territory and explores the vital new techniques. Corporations and entrepreneurs from America Online to Richard Branson, CNN to Disney, McDonald's to Rupert Murdoch, have all found ways to forge a strong image, nurture creative talent and extract every last drop from their core products. For those keen to follow in their footsteps, this is the perfect place to start.