The authors of this book are not just well-known people, they are generally recognized authorities in their fields of activity. Erlena Karakoz is a venerable European expert in the field of business ethics, and Nicolas Corot has long been considered a branding and marketing guru. Two eminent authors, separated by borders and a forty-year distance, wrote this book, in which they intelligently, but not abstrusely, emotionally, but pragmatically, naturally, and sometimes funnyly talk about business ethics as a means of optimizing profits and business etiquette as a business tool. The abundance of examples, well-ordered conclusions and cheat sheets and an open discussion of the authors make this book not only useful, but also very exciting. The publication will be interesting as a life raft for those who are starting a serious business, and as an honest mirror for those who have long won their place under the sun. Recommended for directors, managers, company specialists, as well as students and just a wide range of readers.