Why this book?... Who was it that said "the only purpose of business is to serve the customer"? This SmarterMarketing formula focuses on that. All else is secondary. The majority of CEOs don't trust marketers' ability to deliver growth and the majority of Corporate Boards don't have Marketing Directors on them. So say several recent media reports. It doesn't matter which specific reports they are, the issue is that there is a worrying challenge to be addressed. Because when it's the custodian of customer connection, the Marketer, that's losing the vote of confidence, trouble is looming for...