ASHEVILLE, N.C. — Volvo Rents vice president of marketing Nick Mavrick told RER he is leaving Volvo Rents to devote a year of his time to raise $500,000 for the Folds of Honor Foundation. Publishing a new book “Contrarian Marketing,” scheduled for release this fall, Mavrick said he would donate 100 percent of the profits from book sales and seminars to support Folds of Honor, a non-profit organization that provides post-secondary educational scholarships to the spouses and children of service members disabled or killed as a result of their military service.

Mavrick said he will be giving various seminars to major companies throughout the country in exchange for their donations to Folds of Honor.

Mavrick's book advances the concept that businesses derive the vast majority of their revenues from just a few companies and recommends concentrating efforts to building business among those core customers.

“The book is not magic, just math,” Mavrick said. “Mining for the ‘best’ customers, those that generate the most in revenue and profits, can make or break a company's survival in the economic turbulence most economists predict is still ahead. Going against the grain is critical in a risky business climate.”

Mavrick said the long-term secret to success is not to get the most customers, but the “best of the best.”

“The book is something that I wish that I had read when I entered the rental industry and the construction equipment industry,” Mavrick told RER. “It's a product of many years of working hard and enjoying every second of it.”

Mavrick will continue working at Volvo Rents through the end of October.

In regard to his commitment to Folds of Honor, Mavrick added: “I wanted to give back to those in the military who have given their all. It's the least I can do to show my gratitude for their sacrifices. Through book purchases and any additional donations, the goal of half-a-million dollars can be easily reached.”

“Contrarian Marketing” will be available in October or November as an e-book or print-on-demand from Amazon, CreateSpace.com, from www.contrarianmarketingseminars.com, www.foldsofhonor.org or directly from Mavrick at 828/279-4869.