I find it very helpful especially on staying consistent to target idea of business, reducing ad cost (we've decided to forego radio, leaflets, etc and focused on social media, FB in particular which has very little cost except for graphics and FB management which we outsource), and I must say we've increased our sales especially from repeat customers while expanding clientelle within the target market.
The old was written I think in the 80s so a lot of ideas there I now consider now as obsolete. But the underying principkes on marketing like first formulating the idea behind your product, of course having great products in the first place, targetted marketing, make sure to keep your customers happy and coming back even while you try to lure in new ones, and making sure that your marketing must always increase your bottomline (if it does not then you need a new approach or tweak).
It's a very intetesting read. As a matter of gact in the loczl scene even if we only have one outlet at the moment we have already developed a brand with more recall than bigger competitors who have been in more than 30 years of business. We're opening our second outlet.