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Title: Worst book Ever
Review: I dont know if this is a marketing book!!Too much text for less benefitsIdeas are not integrated with each other specially when connecting science with MarketingNot too many marketing examples.Even the examples did not show what where the exact results of the specified theories conductedAt the end of the book he fills it with text about creativity, oh please!!! this is supposed to be a book about marketing and how I am supposed understand customers not how to be creativeOne more thing, he argues that products are how they are perceived in the mind of the customer and not what the products are in reality. Well, this is a very old idea, maybe the writer should read books for Al Ries and Jack Trout about Positioning.
