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Welcome to the Creative Age - Bananas, Business and the Death of Marketing (Hardcover)

by Mark Earls (Author) "Early one morning in July 2000, I found myself rummaging in the chiller compartment of a small country petrol-station on the Essex/Suffolk borders ..." (more)

3.8 out of 5 stars See all reviews (5 customer reviews)

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Product details

Hardcover: 288 pages
Publisher: John Wiley; 1st edition (27 Jun 2002)
Language English
ISBN-10: 047084499X
ISBN-13: 978-0470844991
Product Dimensions: 23.5 x 15.8 x 2.2 cm

Average Customer Review: 3.8 out of 5 stars See all reviews (5 customer reviews)

Amazon.co.uk Sales Rank: 461,418 in Books (See Bestsellers in Books)

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Product Description

Review

"... Using ingeniously insightful witty examples, mark Earls embarks on a radical and comprehensive critique of the fundamental principles of business and marketing..." (Marketing Business, September 2002)

"…a highly entertaining and thought–provoking denunciation of what’s gone wrong with marketing…Mark’s easy–flowing writing style will encourage you to try to spend the evening reading it at one sitting…" (www.theidm.com 4 November 2002)

"…anyone interested in our industry (marketing), and the society we help to create, should read this book…" (Research Magazine, February 2003)

Review

"…anyone interested in our industry (marketing), and the society we help to create, should read this book…" (Research Magazine, February 2003)

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Inside This Book (Learn More)

First Sentence
Early one morning in July 2000, I found myself rummaging in the chiller compartment of a small country petrol-station on the Essex/Suffolk borders. Read the first page

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What Do Customers Ultimately Buy After Viewing This Item?

	65% buy the item featured on this page: Welcome to the Creative Age - Bananas, Business and the Death of Marketing 3.8 out of 5 stars (5) �22.49
	12% buy Herd: How to Change Mass Behaviour by Harnessing Our True Nature 4.4 out of 5 stars (12) �7.48
	8% buy Confessions of an Advertising Man 4.8 out of 5 stars (4) �6.19
	7% buy Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books) 5.0 out of 5 stars (8) �12.49

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Customer Reviews

5 Reviews

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3.8 out of 5 stars (5 customer reviews)

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Most Helpful Customer Reviews

7 of 10 people found the following review helpful:

1.0 out of 5 stars Nosebleed-inducingly obvious, 12 Feb 2004

By A Customer

Why are there SO many specious books written on marketing and advertising? Maybe that question contains the roots of its own destruction: but then you wouldn't have books like "More Bullmore" or "The Art of Account Planning" both of which are superb. This book brings the art of the incredibly obvious to a state of pompous pretentiousness that few could have ever imagined possible. Mark Earls is (appparently) a seasoned advertising professional - but there is very little evidence in this book that its his thinking that got him there. Maybe he's a very nice man.

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3 of 4 people found the following review helpful:

4.0 out of 5 stars A Good Read!, 11 Jun 2004

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

Just when you thought you had this marketing thing down, Mark Earls says it won't do you any good now. Marketing is out of sync with today's consumer-centric world of empowered customers and excess supply. In witty prose, Earls contends that creativity is more than catchy words, and he has plenty to say about the brand-as-experience phenomenon and about freeing yourself from convention. His sensible premise comes across as simplistic and na�ve. Saying that ideas are the key to success is a bit like saying that love conquers all - a noble sentiment, but vague and not really new. However, this doesn't pretend to be a how-to book; it's an idea book, and you interpret the ideas. An ad veteran, Earls provides ample examples and expert quotes on attitudes and behaviors. And if it isn't news that the market changes constantly, we note, it isn't fully understood either. If you want to understand, welcome to Earls' world.

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6 of 9 people found the following review helpful:

5.0 out of 5 stars Refreshing, insightful and thought-provoking, 7 Jan 2003

By	"steve_reviews" - See all my reviews

I recommend this book strongly to anyone in a team that runs a business and is passionate about their business making a difference. Mark Earls writes in a simple, easy-to-read style, but at the same time puts across refreshing, insightful ways of looking at business.

The book for me was a combination of the practical philosophy of “5 lessons of life” or ZMM, and the business insights of “Good to Great”.

The enduring theme I took from the book is the concept of centring my business on a single purpose-idea - answering the question “What are we for?” rather than the more mundane “What do we do?” that is touted by so many marketing gurus. For me this is one of those distinctions that is so insightful yet so obvious in retrospect that it resonates immediately. Everything flows from the purpose-idea: if all the activities of and communications from the business are consistent with it then things just feel right.

There is more to the book than this one concept and Mark Earls tackles such difficult and important issues as stimulating genuine creativity. However, it was the theme of the purpose-idea that kept me thinking long after I read the last page.

I have one minor criticism of the book. Mark Earls naturally draws examples and experience from the world of advertising that is already creativity and publicity focused. For an advisory business such as mine, some of these examples were a little distant from our reality.

In summary, this is one of my favourite books of the year and one, which I’m sure, will add important insight and perspective to anyone thinking hard about their business’ direction.

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Most Recent Customer Reviews

5.0 out of 5 stars no. we have no bananas today
It's always inspiring to read books written by influential 'industry' players. Some people read them to learn 'how to do things' - the types who will probably never grow to be... Read more

Published on 18 May 2004 by A

4.0 out of 5 stars A Good Read!
Just when you thought you had this marketing thing down, Mark Earls says it won’t do you any good now. Read more

Published on 15 Oct 2003 by Rolf Dobelli

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