The changing world of marketing
In a changing world where people’s expectations are rapidly changing and where economic train crashes are a matter of normality, marketing has never been more important. This book is pretty much a rewrite of the one I wrote in 2008 as Lehman Brothers collapsed and the world became a chillier place.
If you enjoyed that first version you’ll find this one recognises the needs of these times and the constant demand to do more with less.
Thank you
Thank you to my long-suffering wife who has an astute eye for good design and can spot bullshit a mile away. That’s a big help when writing about marketing.
Thank you to Eloise Cook, my commissioning editor, who has patience, insight and enthusiasm in equal and helpful measure.
Thank you to the Pearson team and especially for getting my books into so many interesting places – they are now published in some 22 countries.
Thank you to that band of colourful thinkers who inspire me: James Arnold-Baker, Penny Hunt, Seamus Smyth, Roger Alexander, Daryll Scott, Peter Lederer and many others.
And thank you those who read me and react to what I say. The marketers of today and tomorrow are the key architects of the world we are creating.
Who am I?
I spent my early career at Reckitt’s, RHM and Corgi Toys before going into the lovely world of advertising at French Gold Abbott, FCO (where I had the best time in my life until now) and finally at Euro RSCG.
Now I mentor many key executives, run my own consultancy, chair several companies and live in Brighton surrounded by family and grandchildren. I watch the firework display that is today’s global economy with amazement and delight. Life is never boring. And it just keeps on getting better.
Finally, I love the discipline and the art of marketing. I hope you begin to see why and that you share this love as you read this book.