ADVANCE PRAISE for "Tilt" Russell S. Winer, William H. Joyce Professor of Marketing; Chair, Marketing Department, NYU Stern School of Business--"In this highly readable and important book, Niraj Dawar offers marketing managers a road map for obtaining a sustainable competitive advantage. By 'tilting' toward their customers and their interactions with them, marketers will move from product-centric to customer-centric thinking and increase their success in today's highly competitive marketplace."Arkadi Kuhlmann, CEO, ZenBanx Inc.; former Chairman and CEO, ING Direct--""Tilt" challenges us to place customers at the heart of strategy. With product cycles shortening and product costs shrinking, this book brings to life a deeper understanding of how strategy can be made more powerful. A must-read."Chris Barrow, Chief Strategy Officer, Heineken N.V.--"Given the changes in the consumer goods industry, "Tilt" really got me to think in a different way. It puts a new focus on understanding and leveraging any organization's customers and consumers. An essential read for all current and aspiring C-level executives."Rohit Deshpande, Sebastian S. Kresge Professor of Marketing, Harvard Business School--"The democratization of technology, the flattening of the earth, and emergent market disruptors are fundamentally changing how we should think about competitive strategy. Niraj Dawar makes a powerful argument for tilting company resources from upstream to downstream value creation in order to capture and retain customers. Read this book."Vivek Mehra, Partner, August Capital--"This book will shake the faith of any tech start-up's product obsession. It provides a fresh new way of looking at market dynamics, customers, and competition. "Tilt" is essential reading for entrepreneurs and executives building successful businesses, not just better products."

Niraj Dawar is the Barford Professor of Marketing at the Ivey Business School, Canada, and has recently (2010) been Visiting Professor at INSEAD in Fontainebleau, France, and Visiting Professor at the Vlerick School in Belgium.