Strategies are meant to achieve objectives
Driving Brand value (and capturing it) is at the core.
Brands are values, feeling and emotions (that create desire).
Target groups are not always obvious
Mind who makes the call.
‘The Heart & The Brain Of Marketing’ exposes the marketing secrets behind two of the world’s most exciting global machines, P&G and Coca-Cola, and how you can apply them to your brand. The book explores the core beliefs and principles necessary to evolve marketing across cultures and fast-changing environments.
The author was part of a team of outstanding individuals and agencies that generated better, faster and more effective marketing on an unprecedented level. Through a combination of research, theory and real-life experience, Lamelas explains why and how marketing works, and offers a proven framework to help you master your own marketing strategy.
“Javier’s real-world experiences with at some of the world’s most renowned marketers give him the authority to write not just a book about marketing, but a candid guide that tells you how to do it effectively. His war stories are as insightful as they are entertaining.”
“Javier deciphers the science of the art of marketing. Reading his book will make you understand what makes good marketing and you will certainly be able to recognize good marketing when you see it.”
“Javier is one of the most successful marketing pros around the world, with 30 years of global experience in two of the best leading schools: P&G and Coca-Cola. He is insight-driven, relentless in driving results. This book captures his beliefs on how to do marketing outside the box. It's a must-read for anybody interested in the subject. It's so entertaining that you won't be able to put the book down!”
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