In this book, Carl addresses marketing for the ‘non-marketer’; i.e. the manufacturer/engineer. It reads like a technical manual, in ‘bite-sized chunks’ with a ‘Call to Action’ at the end of each section. It is, and I’m sure its intended to be, thought provoking; it appeals to the intellect of the engineer to understand that sales and marketing is a profession in itself; a science even. In this book, Carl shows manufacturers how to get serious about marketing and put it in its rightful place in the winning business strategy for the SME manufacturer.