Title: Marketing the Right Way
Review: Clancy and Krieg rightly lambaste the seat-of-the-pants decision making of today's harried executive. Fast decisions might feel good but they are often wrong. The authors' thesis is really that information and painstaking care are necessary for truly reliable marketing decisions. Better to go slowly and get things right than to go off in the wrong direction based on misguided gut feel. This book is "counterintuitive" because it goes against the grain of all the "one minute manager" and "go with the flow" management prescriptions that we have seen too many of lately. It is really a call for rational decision making, and in the twenty-first century that may unfortunately seem unusual.
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