To meet today's pressure to attract new customers, many companies pull out all the stops in order to woo strangers to sample their wares. But it's usually at the expense of their existing customers-the lifeblood of the business and the primary contributors to profit--who are far too important to ignore. The time has come to flip yesterday's outdated marketing funnel. To grow your business and shrink your spending, the trick is to shift your focus away from ending with the acquisition of new customers to starting with your current customers. What once was the end is now the means. Retention has become the new acquisition.

In FLIP THE FUNNEL: How to Use Existing Customers to Gain New Ones, thought leader, provocateur, influential blogger, and best-selling author Joseph Jaffe explains how to reprioritize and reprogram critical aspects of business with a combination of common sense, wisdom and a healthy mix of new, revolutionary ideas, including - but not limited to:

The social media landscape has changed dramatically in the last three years. When the first edition of David Meerman Scott's The New Rules of Marketing and PR was published in 2007, Facebook was only available to people with a .edu address, and Twitter didn't even exist. While the drive toward usage of new media grew, marketers faced a steep Web curve on how to apply new marketing strategies.

The decade's end also produced a need for an updated version of Scott's future-focused marketing book. While online marketing is now readily embraced by marketers, Scott's updated edition of his BusinessWeek best-selling book, The New Rules of Marketing and PR, offers new and timely insight on Web 2.0 marketing success stories and actionable how-to rules to follow.

David Meerman Scott launched the first edition of The New Rules of Marketing and PR by pioneering a tactic that attracted the attention of hundreds of bloggers typically overlooked by marketers at the time. Since then, The New Rules of Marketing and PR has garnered numerous awards, been adapted at universities and in politics, has been translated into 24 languages, and even sparked the idea for a series, The New Rules of Social Media. More importantly the book has provided a hands-on manual for new marketing.

Marketing campaigns have never been the same, and with a new decade brings new opportunity to connect online with buyers and communities.

For The New Rules to remain relevant, the second edition of the book has been extensively updated and includes over 40% new content. "I've checked every fact, figure, and URL," says Scott. "I've also listened, and in the past two years have met thousands of people who shared their success stories with me, so I've included those experiences in the book, along with new major marketing campaign success stories"

The New Rules of Marketing and PR explains how to harness the power of the Internet, how to identify the right audience, create compelling messages and get those messages directly to your targeted community. Scott also addresses the powerful new must have tools in a marketer's arsenal including (but not limited to!) Twitter, Facebook, and LinkedIn.

New case studies reveal how a Facebook group drove 15,000 people to the Singapore Tattoo Show, and how a film producer created a World Wide Rave by making the soundtrack free for download.

However, Scott's underlying message remains the same. "The tools of the marketing and PR trade have changed," says Scott. "The skills that worked offline to help you buy or beg or bug your way in are the skills of interruption and coercion. Online success comes from thinking like a journalist and engaging as a thought leader."