Throughout the '90s, all the industry ever heard from marketing clowns like Lidstone and MacLennan was that FDA Warning Letters and similar regulatory actions were "a cost of doing business." Some of these arrogant weasels even *boasted* of their derring-do in skating their companies over thin ice, their fixation entirely upon annual (or just quarterly!) P&L figures, while their actions built up vast hematomas of bad blood in Rockville, guaranteeing that those of us responsible for getting the approval of new drug applications (NDAs) had to contend with an increasingly hostile reception from the FDA's regulatory officers.

The individuals considering the purchase of this book are almost certainly *not* going to be spending their own money on it. The cost will come out of their companies' budgets, and they'll be buying it either because they're marketing mayflies themselves (and therefore interested in selling their overpriced services either as company employees or outside consultants) or they're management officers who are trying to make some sense out of the marketing doublespeak they've been getting from such people. Given those conditions, I enthusuastically encourage the purchase of this book. With it or without it, the marketing people can't do much more damage than they're already doing, so they might as well eat up a chunk of their budgets with this purchase.

You management officers, however, should get their hands on Lidstone and MacLennan's dollop of bumf with an eye toward innoculating yourself against the boilerplate arguments voiced by these destructive elements within your corporate structure.

The book is not just about analysis and asking the right questions, it also provides great ways of presenting these ideas appropriately.

This is a good reference book, and review for upper management, while providing a stimulus for doing deep analysis and real strategy development instead of the daily grind that dulls your senses over time.