Marketing Metrics & Magic discusses the unique blend of rational and emotional components required to drive successful marketing activities.  This somewhat paradoxical combination of ingredients makes marketing a fascinating and often misunderstood business discipline.

Too often companies take a one-sided approach to marketing.  Some companies take a 'soft approach' comprised mainly of creativity, slogans and pretty pictures.  Others understand the rigors of a disciplined approach, but don't take the time to understand the emotional connection people have with products they use and buy.