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Radical Marketing by Sam Hill and Glenn Rifkin Harper, New York: 1999 Marketers can be certain of one thing. Failure. We constantly see new products leaving the market as fast as they entered. I clearly remember a quote from class in which you said "90% of all new products fail." This book shows that there are successful products with hard working individuals who stand behind their products. In doing this these individuals demonstrate a great commitment to their company or institution. I found Radical Marketing to be very engaging and thought provoking. In its simplest form the book explained the ten rules of radical marketing in great detail. The authors then applied these rules to real world case studies. The book stated that the term radical marketing referred to "marketers who have achieved extraordinary success without the modern machinery of professional marketing." The authors then go on to note the common traits...

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