Have you noticed how some companies just seem to always get it right? The temptation is to look at a firm such as Apple or Virgin and decide that the success is all down to the charismatic founder or chief executive.

Certainly this can play a part, but McCracken reckons it's not for the reasons many people assume. Why such gurus succeed, he says, is because they are so well plugged into the culture in which their company operates.

McCracken's claim is that successful firms give prominence to an expert in culture-the chief culture officer of the book's title-who is close enough to customers and the market, as well as the the internal culture, that they can act as a guide. Their role is to lead the company towards the right marketing mix, including selecting the right products and services.

The author offers a fresh perspective on the most basic of marketing challenges, customer engagement. His message is clear. Even if you can't afford to give someone the title of chief culture officer, make sure you identify a senior figure responsible for doing the job.