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(More customer reviews)Not only is it easy to read, but it's shocking in its ability to zero in on what's wrong with the marketing business. A must read! For those who want more detail, try reading their first collaborative effort, The Marketing Revolution. Bottom line--if you buy no other marketing book, buy one of these two books. They are Marketing Bibles with enormous power. Why? Because they lay out in excrutiating detail how marketeers have been relying on well-worn mths to conduct business--myths that have no basis in fact. Thus, is it any wonder that so many marketing efforts either don't work or when they do work can't be explained. I should know. Prior to reading these books, I fell for the same myths. Not any more, thanks to authors Clancy and Shulman.Gene Pinder Director of Marketing U.S. SPACE CAMP
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