Re: Books… Books… And More Books
read it in summer of 2002, thinking it was more about neo brand-ing, but it turned out to be different than I thought it was, its less about brand building, and more about negative effects of globalization, some of it a bit too naive. as if exploitation of workers in third world countries only exists because of western companies..she skips the whole CSR initiatives of the companies, the ISO 14001 and other standards, the focus on procurement and sourcing.
There were other obvious errors in her book which either meant she was biased and hoodwinking the readers, or she simply did not grasp some funademental concepts. both of which made this book shredder fodder soon.
if you understand finance and economics and read her book, u will laugh at some of the most obvious flaws in her thinking.
I wish I had read amazon reviews before buying, but I got it just when it came out due to teh hype surrounding it. simply put teh book was over hyped and promoted as something it was not.