I really wanted to like this book. Don't get me wrong, there is value in reading it. But unfortunately, what could have been a well-thought out book on marketing as part of strategy, it comes off as an academic piece, that any experienced strategist mostly can see beyond immediately and detect the sometimes painful flaws in the reasoning. Any serious business developer will discard it fast. I believe the real target groups are MBA-students and management consultants that are looking for the "next-great-idea".

Still, it is worth reading, just to get the authors perspective, but you must read other marketing, strategy and business development books to get anything useful out of this book.