"This is an update to the best-selling 2013 original and it has been improved in so many ways. There's a new introduction to put Marketing in an overall business context, sections are handily signposted, new diagrams and models have been created and an entire new concept, the Profit/Purpose matrix, has been added. There are new case studies from businesses that have successfully used Watertight Marketing (apparently there are now over 2000) and the book has been improved based on practical applications of the system and feedback from the business owners and senior marketing people who have benefited. I had been in marketing for nearly 15 years when I read the first edition and it opened my eyes to a way of marketing which was in many ways counter-intuitive but also practical, well thought-out, actionable and written in an easy to follow, jargon-free style. The second edition has built on this and is a hugely valuable handbook for anyone wanting their marketing to be more effective: large company, small company, not-for-profits or agencies. Very highly recommended."