One From The Heartland

If you have any doubts that advertising is a no-holds-barred business, read Become Strategic–or Die.
Written by two executives at Indianapolis agency Montgomery Zukerman Davis–chairman Bob Montgomery and director of strategic planning Peter Pitts–the book is not for the timid. The title is the first clue; the rendering of the snarling tiger on the cover (shown here) is another.
The introduction alone reads more like a Halloween script than a Marketing 101 textbook. There are chilling quotes from Paul Gauguin (“In order to survive, we have to turn to extremes.”)