I would like to thank all those who have made this book possible. I am extremely grateful to all my colleagues and clients who over the years – knowingly and unknowingly – have contributed with information, views and ideas.
A particular and sincere thank you is extended to my business partner in The Quant. Marketing Company, Nigel Gatehouse for his advice, ideas and encouragement, all of fundamental importance to the book. Nigel's contributions have been particularly useful in the areas of customer data and segmentation.
The examples in the book come from a variety of sources. Some come from my consultancy and line management experience while others are based on what friends and colleagues have told me. Many have their origins in newspapers, magazines and books. In particular I would like to mention The Economist, Financial Times, Forbes magazine, Harvard Business Review, the Swedish Veckans Affa¨rer, the UK trade journals Marketing, Marketing Week and The Grocer.
I would also like to thank Claire Plimmer and the team at John Wiley & Sons for their positive help and support.
Finally a big thank you to my wife Annika for doing all the things I should have done if I had not decided to write this book.