Jim Blythe

Marketing is, above everything else, about creating profitable exchanges.

This does not, of course, mean that we are some kind of altruistic, charitable organization: we don’t GIVE the customer what he or she needs, we SELL the customer what he or she needs.

There is very little theory in here—only one or two examples when they help to illustrate the reasoning behind some of the ideas. The aim of the book is to offer you a set of “snapshot” ideas for marketing.