How Come Your Marketing Plans Aren’t Working? Malcolm McDonald. 2002. ISBN 074943726X.  The author is a well known Brit who has established a name for himself outside of the US.  This is part of an essential guide to series.  The work is clear and brilliant. Typical UK understatement that underscores an ability to get right into the meat of his thesis.  None of the I am so great because I have done all this US style of fluff to wade through before you find out that it is only about one good idea.  If you want a quick, dense short read on marketing strategy and what you absolutely must do, then this is the book.  Good for a long flight – but bring notepaper as you will be working right alongside with the book.

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