- Hardcover: 256 pages
- Publisher: Orion Business (an Imprint of The Orion Publishing Group Ltd ) (31 July 1999)
- Language English
- ISBN-10: 0752821067
- ISBN-13: 978-0752821061
- Product Dimensions: 24.9 x 19.6 x 2.8 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (7 customer reviews)
- Amazon Bestsellers Rank: 971,447 in Books (See Top 100 in Books)
- See Complete Table of Contents
| ||||||||||||||||||
Did you know you can trade in your old books for an Amazon.co.uk Gift Card to spend on the things you want? Plus, get an extra £5 Gift Certificate when you trade in books worth £10 or more before June 30, 2012. Visit the Books Trade-In Store for more details. |
Product details |
More About the Author
Product Description
Amazon.co.uk Review
For decades marketing thought of itself as an objective and increasingly quantifiable science. It is ironic that just as it seemed to have won a place in the highest business councils of the land with its credo of putting the customer first, that everything should suddenly go horribly pear shaped. Somewhere between the launch of satellite television in the UK and the fall of Margaret Thatcher, all the certainties of consumer expectation, segmentation, behaviour and communication that underpinned the so-called "science" of marketing, seemed to evaporate. Since then marketers have been struggling in different ways to come to terms with splintering social structures, changing tastes and a fragmenting mediascape. Every week the marketing and business press reports some new wheeze or nostrum of the month as marketers attempted to develop a new vocabulary in a language they did not yet understand to deliver a message they were not yet sure of. Most prominent among them were leading-edge advertising agencies such as HHCL, Chiat Day and its subsequent incarnation in London, St Lukes. As planning director of St Lukes, John Grant can reasonably lay claim to be one of the creators of the new language of marketing. The significance of his book The New Marketing Manifesto, lies in the fact that for the first time it draws together all the different strands of modern practice in the creation and communication of brands, and provides a coherent intellectual framework or grammar for the new ideas. It also gives valuable insights into how one of the most creative and original advertising agencies in the world approaches its business. With great eloquence and insight Grant describes how the role of brands in society has changed over the past century, arriving at the startling conclusion that "brands are (now) surrogate traditions". Because they are now so much more important to society, they demand much more careful consideration he says. Perhaps "The New Marketing Primer" would have been a better title. Compellingly written, perhaps even overloaded with supporting evidence, Grant outlines the syntax of the "new marketing" with 12 rules for building successful brands in the 21st Century. This is that rare creature; an important book about marketing. Aimed at marketing service providers, people in marketing departments and anyone who has to make marketing decisions, ie, anyone in business, it is informative, stimulating and inspiring by turns. If there is one book you buy about marketing this year, this should be it. --Alex Benady
Anders Dahlvig, CEO, IKEA Retail Europe
John Grant is one of the sharpest and most creative minds I have come across in my encounters with the advertising business. His insight and clarity makes this book compelling reading for every executive involved in marketing.
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
Sell a Digital Version of This Book in the Kindle Store
If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store.
Learn more
What Other Items Do Customers Buy After Viewing This Item?
Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover
John's approach is refreshing. It's informative, inspirational and above all practical. He has taken the plethora of research on the new millennium consumer and offered practical advice on how to turn theory into reality. A really useful book no matter which industry sector you're in.
2 of 2 people found the following review helpful
Format:Hardcover
John Grant (this guy must have some brain) managed to distil some key ideas and concepts in modern marketing into digestible truths that would be silly to ignore. This is a must read for anyone involved in marketing.
It is the sort of book that university lecturers should put in reading lists across the country. I gave my copy to one of my clients (he refused to give it back) I had to buy another one -:)
This is a superb and fresh book that breaks the clutter in marketing thinking. I specially liked his treatment of social change and beacon branding.
1 of 1 people found the following review helpful
Format:Paperback
I'm in the process of starting my own company and I am very happy that this was the first marketing book I chose to read. Everything is so simple and makes perfect sense. The only thing I disagree with is that aspirational advertising is over - society has never been as celebrity obsessed as now!
The book has shown me how integral marketing is to a business and given me plenty of ideas I intend to implement. And best of all it has shown me that creating and maintaining a strong brand needn't cost a fortune in our fickle and ever changing world.
Tell anyone who is interested that this is a brilliant book on marketing!
The book has shown me how integral marketing is to a business and given me plenty of ideas I intend to implement. And best of all it has shown me that creating and maintaining a strong brand needn't cost a fortune in our fickle and ever changing world.
Tell anyone who is interested that this is a brilliant book on marketing!
Would you like to see more reviews about this item?
Was this review helpful?
Let us know
Most Recent Customer Reviews
Clear and precise
Great insight into New Marketing. Very straight forward to read with excellent examples and case studies. This book should be on every entreprenuers bookshelf!
Published on 16 Jan 2001
Great book on marketing!
This has just got to be the most exciting and interesting book about marketing that has been written for a long time. Read more
Published on 7 Oct 2000
A challenging book for all businesspeople
This is not a book purely for those who work in marketing. It deserves a much broader audience - everyone in business should read this book! Read more
Published on 18 Nov 1999
Though provoking, intelligent and passionate.
Things are changing. Marketing as we know it is dying. Mr Grant steps into the breach with ideas that seem so obvious that one is left wondering why they haven't been expressed... Read more
Published on 22 Oct 1999
Listmania!
Look for similar items by category
Look for similar items by subject
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
