How to Win the Sale and Keep the Customer: Telephone Sales Scripts, Marketing Letters, Voice Mail and EMail Messages Book

I'm not sure whether I absolutely love it, or not. I found that the information was nothing new for someone who studied marketing at university. But I can understand (from experience) how most of the world sees marketing as this horrible pushing, selling, solely and soullessly product and profit focused activity. Even a lot (perhaps even most) of the people who work in marketing. So I understand the frustration and wanting to use better practices. But that is what marketing has been about, from a higher learning perspective at least, for many many years. And the charges against Kotler are unfounded as he is the main figure railing against that old bad marketing vision and pushing the new value exchange and market/customer focuses marketing.

Meanwhile, the gonzo just doesn't sit well in the realm of business and feels a bit forced rather than truly gonzo. Hunter S Thompson would be outraged no doubt, or at least bemused.

But it makes good points about marketing and it's always good to hear someone fighting the good fight. Even if it's not revolutionary and it's what I've been doing/saying for years.