"Actual brand-name case studies, chapter-ending bullets summarizing major points, personal examples from Kirk's years on the front lines, and more make Lessons from a Chief Marketing Officer one of today's most thorough marketing guide-books. Far more than just a theoretical text, it is a hands-on road map on how marketers can create a permanent spot for their brands, both on cluttered store shelves and in the minds and purchasing habits of consumers."--BOOK JACKET.