by Malcolm McDonald. Marketing experts McDonald and Mouncey (both affiliated with Cranfield Univ. School of Management, UK) articulate what a predictable and controlled marketing program would look like from the perspective of the financial control function. Often marketing activities are terra incognito to financial managers and those seeking to assess and align marketing with corporate strategy and financial accountability. So, in this work the authors attempt to view marketing from the largely different perspective of financial management and corporate strategy, and they present strategies and tools for making marketing activities more accountable. This work also offers a different cultural perspective in that it presents a largely European perspective on the above described divide. The very first sentence of the introduction sets the volume's theme: "This book is a major breakthrough for marketing and a must-read for all marketers who are depressed by the very low regard in which marketing is held...." Marketers and other corporate executives will find this book a useful guide to deciphering the Rosetta stones of their corporate functions and perspectives, but they should take the "depressed" theme with a large dollop of proverbial salt. The book is well organized, written with clarity, and contains nice graphics. --Choice
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