The book contains a manifesto to reform marketing. As with most attempts to haul big-bucks marketing into the twenty-first century, the prescription sounds remarkably close to my understanding of public relations.
Perhaps it’s not so surprising. One of the co-authors, Richard Laermer, is a New York PR consultant, author of Full Frontal PR and co-founder of the Bad Pitch Blog. The other, Mark Simmons, is a British marketing consultant based in California. (He’s also my brother-in-law.)