The piece is an excerpt of a book review from the November 1985 SAM followed by commentary by Jennifer. The point is, the new handbook of best marketing/service practices aimed at increasing trial and conversion numbers published by NSAA (featured in an article on page 77 this issue) is an old concept that has been repackaged, but it's an excellent package. Hopefully, the industry will take notice and use the book to its best and continuous advantage.