In today's highly competitive, global, fast paced cluttered marketplace a number of new influences are at work. And, as such, there is no room for poor marketing strategies especially at a time of an increasingly sophisticated consumer, one who is discerning, a person who will only buy a product that meets their emotional need, where value is added, where there is no purchase risk, it doesn't harm the environment, exploit people or animals and where the company shares their core beliefs. But as readers will be relieved to learn, effective marketing today is no different than it always has been. You just need to follow a few simple rules. As the author will teach, marketing is not rocket science; it comes down to knowledge, logic, empathy and communication. Seen as a complete course on business and marketing in today's business climate, readers will learn that they owe it to themselves to maximize their impact and reach. The author's simple steps include: Thoroughly understand your product, market place and competitors. Add value to every purchase. Select your communication vehicles wisely Continually push the envelope of your thinking