"Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works in an organization - and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject - sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flows."
- Philip Kotler, S.C. Johnshon Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
