Marketing techniques have an inherently limited lifespan - they all end up dead - they're all zombies in the making. They're effectively dead by the time they're subject to exploitation or being overplayed. "Zombies," for our purposes, are marketing techniques or assumptions that have outlived their effectiveness, but are still in use by a company in a ways that are actually harmful to its growth. This book encourages a strategic perspective and strategic initiatives to limit the impact of zombies. It recommends that marketing techniques be selected on the basis of digital strategy. And, since zombies are often insulated from discovery by the digital marketing departments companies traditionally rely upon to support and protect them, it suggests small business CEOs take the lead in ensuring that businesses prioritize effective strategy in their marketing.