This is an easy to read and useful book which demonstrates the author'||'''s broad understanding of the subject and wide experience. The theory is well backed by practical examples which help to get the thinking right and translate it into effective action. The Strategic Role of Marketing emphasizes the importance of a harmonious partnership between marketing and strong strategic leadership to produce strategies which attain and sustain outstanding results. The author inspires the modern business professional to utilize the textbook theory by providing practical guidelines and examples that may be easily introduced and applied.