"This book is like a stream of fresh air compared with the many stale business books I have read lately. Reading it felt like attending one of IMD?s management seminars: instead of giving you the latest "cooking recipe" that nobody can use, the authors help you to broaden their perspective, reflect on the marketing isssues we all face in REAL life, and find ways of devising your own solutions adapted to your company and reality. That is different from reading theories that only the authors know how to apply. In my current position I found a number of chapters of particular relevance including: the Value Chain Marketing, Countering Commoditization, The Missing "P" in the Marketing Mix and Beyond the Matrix. I?m not a fan of business books but I found myself taking some 20 notes while reading this volume that I can apply to our company today." —Jose Maria Gonzalez Tejera, Vice President Global Marketing, Tetra Pak International What every marketing manager needs to...
