This book is a product of more than fifteen years of researching, teaching, and consulting in the field of marketing. Over these years, I have learned that very few ideas are truly original, but rather are inspired by what we have learned, heard, or seen before. True learning occurs when we disassociate the source from the idea and make it our own.

It has been my good fortune to have many talented professors, colleagues, clients, and students. While this book carries my name, I wish to emphasize that it represents what I have learned as a student, colleague, teacher, and consultant.

Clearly, I stand on the shoulders of the many business school professors whose ideas have influenced me over the years. Professors James C. Anderson, ...

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