Marketing Thinking

This book is not a traditional marketing treatise full of terms, matrices, and diagrams—it’s a story about marketing thinking, akin to musical hearing. Without such thinking, a Harvard graduate turns into a marketing robot. With it, even the owner of a small booth becomes a subtle market strategist. Now that the world has entered the “new economy” with hypercompetition, the battlefield in marketing wars won’t belong to marketing “instrumentalists,” but to those who possess marketing thinking—people who can think and feel “in marketing terms,” meaning from the Client’s perspective. The book isn’t for ivory-tower theorists, but for practitioners who every day have to solve real problems. Its task is to help turn corporate marketing into disciplined creativity that produces financial returns.