From his perspective as an academic and consultant to captains of industry, Shaw argues that it is time for "fresh thinking" and examines reasons why marketing is in a state of flux. In Part 1 of the three-part book, he debunks the overuse of popular marketing buzzwords like innovation, value, customer satisfaction, and loyalty. He also examines the clash between IT and marketing departments, noting, "IT can be a powerful aid to market research, but it also has enormous power to damage customer relations ..."

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