Wow! A book that manages to give new insights to people that either studies marketing or have been practitioning it for a number of years, is very unusual. I wish we had this book when I studied for the MBA, as it manages both to answer the eternal question on how we measure stuff in marketing (this will get the finance people off their high horses :-) ) and explains caveats and practicalities in implementing this stuff.

A truly amazing book, that I recommend with my whole heart to any marketing person.