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Ideal for the marketeer
An easy read with plenty of examples and detailed elaboration of the 'ten types' this was an excellent read and offers those start up businesses with a basis on innovation a comprehensive guide and working examples for the journey ahead i will continue to use this book as a reference for the bumpy road ahead this is the outstanding book on innovation for many years and will quickly become the standard reference
Purchased with a view to a studen course on creativity, but would really need to be part of a specialist marketing course
Great book, great structure