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Why this book?

“Why this book?" That is often the first question asked by people who come into contact with my latest publication.  The question can be answered with a familiar cliché: "It's a long story." But one I am happy to tell. Looking back, a great deal can be explained by...

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Marketing needs a cure

We all seem to agree that the traditional approach to marketing does not longer work: the world has changed too much, and so has the consumer. Both marketing theory and its practice have been sick for a while now, and parallel to society’s...

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