Top positive review
Book betrays cover
Reviewed in the United States on June 5, 2016
(Full disclosure: I had the privilege of being taught by the author in a mini-MBA course.) The title and the packaging are clearly better suited for a seminar you bought watching a 2AM infomercial, because AMERICA! or something. But the plain truth is that this is a great book. It will, if nothing else, demonstrate the rigor involved with developing a marketing plan that attaches itself to the bottom line. Yes, there are numbers and you will be accountable. But that's a good thing! Far too often, marketing is relegated to the dustbin of sloganeering or somesuch. Nope, this will unfailingly help you be the link between corporate strategy and needle-moving growth. It's really that indispensable -- clearly written in crisp language, with ample examples to boot. Whether you're in a Very Large Company (TM) or a startup, there's an indispensable amount of wisdom in these pages.