(The English review is placed beneath Russian one) For example, the now popular idea that you need to create more "occasions" around your brand to grow mindshare clearly come from this book, but no data for it is ever presented. Chapter 9, "How advertising really works") the author suddenly drops his evidence-based approach and goes back to the time-honored marketing approach of making authoritative but evidence-devoid assertions. However, I only give this four stars as in some of the later chapters (e.g. It also ties in nicely with the work of Daniel Kahneman on heuristics saying that, despite having little loyalty, most people only buy things they've heard of (we take mental shortcuts for decisions as Kahneman has comprehensively proved) so you need to make sure people have heard of your brands in the first place if you want to sell it.
how easily consumers switch brands, etc) - something that is unusual in marketing. The nice thing is that much of the earlier chapters are backed by reasonable amounts of data (e.g.
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. This is an outstanding book for anyone who is interested in selling - which since all business is selling, should be anyone in business.
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