The 'intended audience' the book is written for is for the C-suite/business execs where marketing as a part of business has lost a lot of credibility which is w

The 'intended audience' the book is written for is for the C-suite/business execs where marketing as a part of business has lost a lot of credibility which is why is serves as a good research based foundation to marketing. You're right there's definitely jargon and if you're coming in cold the book is quite dense. Maybe this would be a better step two or three in someone's learning. The reason I will always recommend this book to anyone interested in marketing is that there's a lot of junk thought leadership surrounding marketing that is thoroughly debunked.