I am deeply embarrased! The concepts the authors describes are so simple and obvious, that I am surprised that we didn't learn them when I studied to the MBA. After some research, it shows that no MBA course (that I have found) have them integrated, nor is it usually taught at marketing courses.

Anyway, this is an excellent book, and an easy read and absolutely mandatory reading for anyone remotely connected to selling (i.e. everybody).

Read it, absorb the messages, and be a better professional!