This means the involvement of corporate CEOs. Moon boasts considerable high technology marketing experience and relates anecdotes from many of his clients such as Apple Computer. Having said that, Firebrands is not an easy read. Like most books that force the reader to think, the authors say things you often don t want to hear. That makes for harder reading than more populist marketing literature that sprouts out conventional wisdom but tells you nothing.
Big companies are in uncharted territory trying to adapt marketing strategies to the new economy.
From that standpoint alone Firebrands is worth a look. Have Your Say. Take Part In BrandEra's Discussion Forums. All exhibitor material copyright maintained by their respective copyright owners.