Marketing Knowledge

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Marketing Knowledge

Marketing Knowledge
Author :
Publisher : Lulu.com
Total Pages : 332
Release :
ISBN-10 : 9780244818081
ISBN-13 : 0244818088
Rating : 4/5 (088 Downloads)

Book Synopsis Marketing Knowledge by : Dominic Twose

Download or read book Marketing Knowledge written by Dominic Twose and published by Lulu.com. This book was released on 2019-04-29 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dominic Twose was Global Head of Knowledge Management at Millward Brown (the world's foremost brand and advertising research consultant) for 15 years. During this time he had access to the world's largest brand and advertising databases and hundreds of case studies from around the world. This book draws together all the key learning over that period. In a world full of opinions, this draws conclusions based on evidence. Conclusions about how brands grow, and the role of advertising. Reviews "A very useful little book, full of practical wisdom and common sense. Keep it by your computer, and steal from it mercilessly. I know I will." - Les Binet, Head of Effectiveness, adam&eveDDB "There can be no doubt that what the world of marketing needs is a bit more knowledge and a bit less ignorance. This, therefore, is a very timely and well written book from Dominic." Mark Ritson, Brand Consultant


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How can we use market knowledge effectively? What needs to be done to move from market knowledge to market insight? These and other questions of significance to