Sometimes you happens across books you wish you had during your education. This is one of them!

Introducing the POISE model (yet-another-acronym, but I forgive them, as it is useful), this book takes a fresh look at the Marketing world and goes through it with fresh eyes. And manages to add a lot of structure and understanding to the reader in the meantime. Only complaint is that I would like even more (yeah, I'll buy any sequel or new edition, call me a sucker!).

Really recommended reading, for students as well as practitioners.