taking it light or kick them in their balls

here is some manly banter in the marketing department... she is still a girlfriend (a new client), so give her a lot of attention, once she becomes a wife (like the regular clients), we can start taking her for granted!
Now which marketing Guru wrote about this in his bestseller, I wonder?
Must be that guy who wrote the book "How to be a chauvanist jerk and spread the joy."