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Title: One Among Many
Review: The book begins with great promise with the authors doing a great job of capturing the impact of the internet, globalization and hyper-competition on the concept of marketing.The authors introduce a new marketing paradigm called holistic marketing, and present a "holistic marketing" framework. The rest of the book is devoted to describing various elements of this framework.The book dissappoints from the point this new framework is presented. It ends up being a compilation of information on business systems and applications for customer-centric marketing. The latter half of the book lacks depth. All said, the book doesn't stand apart from some of the others on this subject and is one among many.
