Recommended by Claire Cronin, senior vice-president of marketing at Virgin Atlantic, because it helps her explain marketing to the executive team.

“The reason it’s helped me so much is that it’s a great book to be able to engage the rest of the board with,” Cronin explained at a panel chaired by CNBC anchor Carolin Roth at this week’s Festival of Marketing in London.

“Having read it, we also supplied it to all of the directors on the board of Virgin Holidays which is where I started out before I came over to Virgin Atlantic and sure enough it’s making the rounds of Virgin Atlantic too.”


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