Apples, Insights and Mad inventors: an Entertaining Analysis of Modern Marketing

Description

Introduction -- Polishing the Apples -- Time-and-Motion Man and The Mad Inventor -- Why Every Brand Encounter Counts -- The Clipboard and the Copywriter -- Posh Spice & Persil -- Benjamin Franklin and the Kuala Lumpur Question -- The Steak & Kidney Pie That Wasn't. Why is a Good Insight Like a Refrigerator?.;A collection of timeless, thought-provoking observations on a range of marketing issues from one of the industry's best-known names -- Jeremy Bullmore. Most of the pieces originally appeared in the annual reports of WPP, while others were the basis for conference keynote addresses. With topics ranging from client management and brand management to strategy and product development, and sources of inspiration as diverse as Posh Spice and Benjamin Franklin, this entertaining and enlightening book is essential reading for any communications professional. Introduction -- Polishing the Apples -- Time-and-Motion Man and The Mad Inventor -- Why Every Brand Encounter Counts -- The Clipboard and the Copywriter -- Posh Spice & Persil -- Benjamin Franklin and the Kuala Lumpur Question -- The Steak & Kidney Pie That Wasn't. Why is a Good Insight Like a Refrigerator?.