There's a reason why the marketing programs of the auto industry, the airline industry, and many other industries are not only ineffective, but bogged down by chaos and confusion, according to a recent book from Al and Laura Ries, the authors of "The Fall of Advertising and the Rise of PR."

The reason? Marketers and managers operate on different wavelengths, say the authors. While managers tend to be left-brained, using logic to guide their decisions, marketers are more holistic and visual. Translating a CEO's vision through a marketer's lens can result in a blurry, out of focus picture.

Three main points are illustrated in the book: Management deals in reality while marketing deals in perception. Management demands better products while marketing demands different products. Management deals in verbal abstractions while marketing deals in visual hammers.

How the authors get to these points, and the illustrations used, serve to educate and enlighten the reader and should be read by every marketer who is trying to deliver a campaign based upon a superior's vision.

Each of the chapters in the book takes a look at two distinct points of view on a specific topic. The differences between these points of view and how they can be reconciled serve to explain how a company can operate more effectively with a focused vision that is shared by all.