A hilarious pseudo-history of marketing management, which explicitly denies resemblance to any actual history, and which will be horrified if some semblance be found. ‘A dog eat dog-food world’ is the story of a man who discovered that the path of life is strewn with treadmills and, if you get on one by mistake, you could keep running all your life to stay in the same place. The story of how just minding your own business can lead to unexpected consequences, guided by the ‘invisible hand’ of long dead economists. Anything you learn from the book – be it the basics of marketing management or a satirical view of Society – you do at your own risk.
The tale only dogs the doings of Spike Fortune who only sought to feed dogs and Jerry Fortune who, being fortuneless, gets dragged helter-skelter by his uncle Spike’s careening pursuit of commercial success; Spike’s rival Tom Rich, who is unwillingly dragged into upstaging Spike and tries to do it by teasing the palates of cats, helped by the bumbling efforts of his nephew, Jasper Rich who would rather be chasing girls than chasing cats.