This book is concerned with marketing : each chapter introduces to a dilemma faced by a real-life marketer at an eclectic range of companies including Arsenal football club, Hilton Hotels and Electrolux... It explains what decision made in the same situation, before find out how it worked out. The text proposes innovative approach on decision-making process and help to understand all the key theories and metrics underpinning the discipline, whilst vividly bringing both the principles and practice of marketing to life.
