This book points out that marketing is:
- really the only non-outsourceable thing that our firms do, and
- the only thing we don't currently understand very well.
It next corrects that lack of understanding with a clear, complete model of marketing - one that connects with most of the other functions of our companies.
This book then introduces us to the ways that we can manage this critical function with already well-understood tools. It is a whole new way to look at not just marketing but our entire business.
a little bit about: Mitch Gooze
A recognized expert in marketing, innovation and leadership, strategic positioning, and customer relationships, Mitch Goozé has addressed groups throughout the world, winning high ratings for his energetic presentation style and results oriented approach.
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