“Some books are “how-to-do-it” manuals. Some are reference books that are “break-this-glass-in-case-of-an-emergency” handbooks. Some give a glimpse of the future. This book by Stevens and Kushner does it all, and then some. Plus, there are case studies which are great. This book belongs in every marketing library to get marketing operations and management on the right footing using the same language and thought processes.”