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The New Marketing Manifesto: The 12 Rules for Building Successful Brands in the 21st Century (Business Essentials) [Paperback]

John Grant
5.0 out of 5 stars  See all reviews (7 customer reviews)

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Book Description

26 Aug 2000 Business Essentials
Marketing is a vital function of modern business. It plays a key role in the future success of every company - large and small. But the social world around us is changing rapidly. People's wants, needs and beliefs no longer conform to the rigid and predictable 'types' of yesterday that enabled easy targeting. The old rules of marketing don't seem to work any more. A new set of rules is required to enable companies to thrive in the future markeplace. The New Marketing Manifesto is a pioncering book that sets out the 12 new marketing rules for anyone aiming to build tomorrow's successful brands that have applied New Marketing methods.

Product details

  • Paperback: 248 pages
  • Publisher: Texere Publishing; New edition edition (26 Aug 2000)
  • Language: English
  • ISBN-10: 1587990245
  • ISBN-13: 978-1587990243
  • Product Dimensions: 19.4 x 12.8 x 2.2 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Bestsellers Rank: 561,070 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Amazon 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 --This text refers to an out of print or unavailable edition of this title.


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. -- Anders Dahlvig, CEO, IKEA Retail Europe

John has a stunning mind and inspired insights into how to grow a business. His ideas about communication as a way to drive volume reflect the new economy. -- Nick Hahn, Director, New Brands & Strategic Marketing, Coca-Cola

This book is full of original thinking which well anticipates the future. -- Tim Parker, Chief Executive, C&J Clark Ltd

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Customer Reviews

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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Practical & inspired new marketing thinking 28 Nov 2001
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.
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2 of 2 people found the following review helpful
By A Customer
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.
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2 of 2 people found the following review helpful
5.0 out of 5 stars A challenging book for all businesspeople 18 Nov 1999
By A Customer
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! It challenges so many conventions, which we have assumed to be correct for so long. But times have changed - radically - and this book provides an excellent framework for, firstly, understanding these changes, and secondly, for doing something about it! I also thought it was well written and presented in a very accessible format. There are not too many business books that can make claims on that.
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1 of 1 people found the following review helpful
5.0 out of 5 stars it makes sense 25 July 2007
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!
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