Published by McGraw-Hill

This is a book we would recommend. It was written in 2011 and takes into account all but the most recent the changes in our industry. The emphasis is on the brand and how to keep it relevant in a world of new technologies, something the author feels many in marketing are failing to do. A nice mixture of straight talking and case studies to illustrate the points by Timothy R. Pearson, ex-CMO of KPMG and ex-President CEO of the Zyman Group.