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
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
Marketing theory is often developed in isolation not collaboration; theoretical perspectives sometimes are ignorant of the diversity of marketing practice. In "The roots and uses of marketing...
Peruta examines emerging pervasive models of innovation and how their nature, effects, and origins are characterized. The book starts with the definition of markets for knowledge resources and...
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