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Sun-Times Reviews Expose Of Modern Advertising

The Chicago Sun-Times' media critic, Lewis Lazare, has awarded an A- grade to the new book from Steve Cone, Steal These Ideas: Marketing Secrets That Will Make You a Star. Under the headline "New Book Hits Low State of Ad World," Lazare says "the evidence is here, there and just about everywhere to support the proposition that much of what passes for advertising today is rubbish." Clearly, he's a fan of Cone's contempt for the industry. Advertising "'professionals' don't like being informed what they've created and tagged as advertising isn't very good," writes Lazare. "Many of these professionals are paid fat salaries, after all, so how can they not be simply fabulous at what they do?" Cone, whose books retails for $18.95, is managing director and head of advertising and brand management at Citicorp Global Wealth Management. Previously, he was Fidelity's chief marketing officer. His book is published by Bloomberg Press.

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