The book is about the marketing thinking and its practical applications; how to become a real marketing expert, who thinks and feels as your clients do. And ultimately about how to get profit for companies.

This book is not for the theorists of the “ivory tower”, but for the practisers who solve real life problems every day. This book will help them to turn their efforts into the disciplined client-oriented creative process which brings financial return.

The book was thoroughly revised. Now it’s more practical: much of the “theoretical” themes were shifted to the appendix; a few practical sections added and also dozens of cases illustrating the possibilities of the marketing thinking. In the beginning of the book you’ll find a test of your marketing thinking potential. It’ll help you to decide – whether this book is for you.

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