Chapter 1

Introduction

“For every complex problem, there is a solution that is simple, neat, and wrong.”

—H.L. Mencken

“…intelligence…is in plentiful supply…the scarce commodity is systematic training in critical thinking.”

—Carl Sagan

Solving marketing problems the traditional way is not working well. As a result, hundreds of millions of dollars are wasted every year. Major business publications such as The Wall Street Journal, Business Week, Forbes, and Fortune regularly chronicle and try to explain business failures due to flawed marketing thinking and business decisions. The topic keeps authors busy. I recently searched “marketing success” on the Amazon books web site and obtained nearly 28,900 results. Under “business ...

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