The only criticism of this excellent book is that the authors tries to cover too much in too short a space. The most impressive thing is that he nearly manages to do it!

If you find many marketing authors to academic or too gung-ho, this is a perfect match, as most of what he goes through, you can use as a marketeer or as a consultant.

My recommendation would be to read it from cover to cover, regardless of your previous knowledge, as everything builds on everything else, which doesn't come through on a quick skim.

Deeply recommended.