there is no such thing as loyalty - most big brands are big because they have massive distribution so it makes is more likely consumers will find them on the shelves when they're looking for something in the category.
It debunks quite a lot of ideas around marketing - e.g. The nice thing is that much of the earlier chapters are backed by reasonable amounts of d This is an outstanding book for anyone who is interested in selling - which since all business is selling, should be anyone in business. This is an outstanding book for anyone who is interested in selling - which since all business is selling, should be anyone in business.
I would rate this book a 4 but really, how high would your conscience allow you to rate a book about marketing?. Next time you hear somebody trying to sell the power of brand personalities, segmented targeting strategies, or long term algorithmic growth forecasting in a meeting - take a walk around the block. It peels away accepted truths and paints a more rational picture of customers as "uncaring cognitive misers". This book is surprising and forehead slappingly obvious in equal measure. Next time you hear somebody trying to sell the power of brand personalities, segmented targeting strategies, or long term algorithmic growth forecasting in a meeting - take a w What happens when you subject fashionable marketing theories to actual observed behaviours and supporting statistics? Most of them crumble. What happens when you subject fashionable marketing theories to actual observed behaviours and supporting statistics? Most of them crumble.
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