This book isn’t another compilation of enthusiastic case studies where strange minimalist and eccentric moves suddenly lead a company to staggering sales. Marketing is not a fairy-tale universe where rainbows and unicorns await everyone who decides to think boldly. Marketing is, first and foremost, precise calculation. It’s an ocean of the market that every year pulls thousands of aspiring entrepreneurs and companies managed by beginners and amateurs to the bottom.
Inside, you’ll find the philosophy of marketing: guiding principles that don’t become outdated because they are grounded in the behavior of the anthropological species “Homo sapiens.” After reading the book, you’ll be able to calmly and confidently make the key strategic decisions that determine long-term success—not fleeting bursts of enthusiasm.
In addition, this is a practical self-study guide—a set of tools with clear instructions on how to use them. Just look at the table of contents, and everything will become clear.