One phenomenon that no longer surprises us (though it still puzzles us in some product categories) is the considerable effort that some people will put into an online community that interests them.

Stepping out of the virtual world for a moment, (we do old-fashioned marketing too), this book answers an intriguing question; "After years of research by the best brains spending hundreds of millions of dollars, what generalisations can we make about the impact marketing has on the business?"