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9781138279391

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Shortlisted: Marketing Book of the Year 2015 in association with M&SB Marketing & Sales Books 'A typical Rembiszewski product - rumbustious and controversial, but genuine, intelligent and practical.' Sir Martin Sorrell, CEO, WPP 'This book will open your mind to a new consumer and a new way of going to market. It is a true wake up call (innovate or die!) filled with loads of practical advice and real life examples of great successes. You will emerge from reading it a marketer ready for the 21st century.' Shelly Lazarus, Chairman Emeritus, Ogilvy & Mather

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Peter Lorange is the founder and President of the Lorange Institute of Business Zurich (since July 2009). He was President of IMD, Lausanne from July 1993 until April 2008, where he is currently Professor of Strategy and the Kristian Gerhard Jebsen Chair of International Shipping. He serves on the board of directors of several corporations including Fundacao Dom Cabral, Brazil, Vienna University of Economics and Business, Preferred Global Health and Seaspan Corporation. Peter Lorange has written or edited 18 books and some 120 articles. Jimmi Rembiszewski rose from sales trainee to become Group Marketing Manager of P&G. In 1988 Jimmi joined Jacobs Suchard as a member of the board for New Brands, Research and Media. From there he moved to the role of Business Development Director Worldwide, Confectionery Sector, with Philip Morris before joining British American Tobacco as Marketing Director and Regional Director Europe. In 1996 he became a board member of the new BAT and remained as Marketing Director for the group until his retirement at the end of 2009.

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