Joe Pilotta and Jill Adair McCaughan give us analysis about the problems with which marketing is facing in 21st century: advertising is viewed as manipulation form, impact and influence level of marketing are low as never. Authors briefly discuss about the existing theories of marketing and why existing theories do not reflect the real situation at present. Book highlights and reveals the importance to change model and logical approach of marketing from consumer orientation to customer orientation. It’s important to underline that customer needs identification should not be linked with past trends or rating. In order to achieve the maximum and overall benefit it is important to include customer in the process of analyzes. Such measures should help to realize the customer needs and also goods or services perspectives in markets. The book authors clarify the possibility to transform perception about Marketing Mix Modeling and analyze the need to adapt existing marketing models to the changing environment and media. In this book, authors try to demonstrate academic credentials as well as writing for the professor and professional of marketing, advertising, and brand.