sigh…
PUMA’s marketing strategy seeks to establish the brand as an icon that
extends its lead in the Sportlifestyle market.The key to achieving this
position is to maintain a culturally relevant message that connects with
our consumers despite a cluttered media environment.
from http://about.puma.com/downloads/figdtoveh5dmtpkr.pdf
and it appears the email address of the guy that wrote that book is r.peters@petersmedia.de so you can email him and let him know he was wrong