Fundamentals of Marketing - Marketing for the Engineer Entrepreneur
The language of the engineer and the marketeer don't always mix well. It's understandable. The two disciplines have different vocabulary sets and different objectives. To make matters worse, there is a lot of bad marketing floating out and about. Some of it is bad because the writers behind it have... let's say, something less than noble intentions in mind. Other marketing is bad because, while the intention is good, its execution misses the mark.
No matter what, if it has chocolate in it, it is good marketing