In his new book, Marketing Revealed: Challenging the Myths (Palgrave Macmillan, January 2008), CEIBS Bayer Chair in Strategy and Marketing Willem Burgers uses his trademark combination of sharp wit and simple language to showcase cutting-edge ideas. This latest work is an expanded version of Burger’s successful 2004 publication, The Marketing You Never Knew. The first book was based on a series of four-day lectures delivered by Prof. Burgers for the CEIBS Executive Education Program. Taking the subject matter one step further, Marketing Revealed offers practical advice and new thinking on concepts such as marketing as a business philosophy, honesty as a marketing tool, managing marketing outside the company, and customer price perceptions.