Feltenstein, sounding the battle cry of his mentor, McDonald's founder Ray Kroc, that "it's all local", makes a powerful argument for focusing your marketing efforts in your own backyard. He describes how to successfully compete against bigger companies, enormous ad budgets, and million-dollar campaigns. Plus, he has the knowledge and experience to back up his claim - he helped build McDonald's sales through strategic local marketing, one neighborhood at a time. It may sound like a revolutionary concept, but it's rooted in centuries-old retail practices. This tactic is already being used with tremendous success by an elite group of retailers like Starbucks and Wal-Mart. Feltenstein's instructive audio guidebook is essential listening for any entrepreneur!