Nick T. Mavrick, '91

With 100 percent of profits from the book going to the Folds of Honor Foundation, a 501K that provides post-secondary educational scholarships to families of military personnel killed or disabled in service, Contrarian Marketing sets out to explain why so many companies are marketing to the wrong customers. The book provides an easy-to-use guide to finding and keeping the "best of the best" customers. It's a contrarian approach, but one that allows businesses large or small to identify and win those customers that yield the greatest ROI. The secret, says author Nick Mavrick, is not to get the most customers, but to get the best. It's not magic, he adds, just math.

Nick's professional experience since graduating from the University of Michigan and receiving an MBA from UCLA School of Business, includes retail marketing and brand development specialist for Volvo Rents, where he was VP of Marketing and Strategy, Intel and May Department Stores. Contrarian Marketing is his first book.