2 of 2 people found the following review helpful
5.0 out of 5 stars
Easily understandable and brilliant manual!, 16 Feb 2013
This book certainly is one of the best marketing tools I ever used.
The various chapters are following each other in a really logical way, in accordance with the order of doing things that one should follow to achieve "growing a brand's core". It's a shame that not all books I have read on the subject had this amazing step-by-step structure.
I have also been surprised to see how easy it was to understand all the concepts it contained though they were really technical. The author illustrates all his ideas with concrete examples, which is extremely enjoyable.
Finally I really appreciated all the brilliant features the book contains such as the "key takeouts" and the "checklists" that are really useful as they both help achieving better use of the book's pieces of advice by allowing you to know EXACTLY which ones will be the more relevant regarding your specific situation.