This book is written by a marketing director with 20 years of experience in the field primarily for future and present marketing directors. It will be useful for CEOs who want to improve the efficiency of evaluating their marketing service. It is of little use as a paperweight or fly swatter. But due to its small size and weight, it is easy to find a place on your desktop, in a bag or glove compartment of a car (for reading in traffic jams), because the knowledge collected in it is needed and can be used exclusively as part of the daily practical work of creating and developing brands.