Authors trace the high rate of business failure back to bad marketing strategy, and the even worse implementation of that strategy. In this formative and enlightening book, authors confront these "over-and-over-again" marketers, who don't have time to do it right the first time, but endless time and a company bankroll to do it wrong over and over again. The authors draw from their decades of consumer and business to business marketing experience to describe the intuitive decision making practise that permeate business today, and demonstrate how these practices lead to disappointing performance.