Title: Good book for marcom professional
Product review: Book has a very interesting name and for some point book does fulfill expectations but... book is too much trying to find relevance for marketing function not to explain the relevance of marketing in corporate environment...book is written in a way "marketing for dummies"... CRM is explained as a IT tool to develop internal processes with IT... brand and customers/customer relationships are separeted too much... every page has too many times word selling (push approach) not customer's buying (pull approach) So the total approach of the book in not very modern.Book is a good starting point for a marcom professional who would like to be a marketing professional. I find the book useful to myself when I have to explain what is marketing for a production oriented person.
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