This book is not a traditional treatise on marketing with a lot of terms, matrices and diagrams, but a story about marketing thinking, which is akin to an ear for music. Lack of this mindset turns a Harvard graduate into a marketing robot. Its presence makes even the owner of a tent a keen marketer. Now that the world has entered the “new economy” with its hypercompetition, the battlefield in marketing wars will remain not with marketing “instrumentalists”, but with those with marketing thinking - people who know how to think and feel “in a marketing way,” that is, from Client. The book is addressed not to ivory tower theorists, but to practitioners who have to solve real problems every day. Her mission is to help transform corporate marketing into disciplined creativity that produces financial returns.