Marketing Knowledge
Marketing Knowledge by Dominic Twose, published by Lulu.com on April 29, 2019, is a comprehensive exploration of insights gained from over 15 years of experience as Global Head of Knowledge Management at Millward Brown. This edition, comprising 332 pages, presents a synthesis of key learnings derived from extensive access to the world’s largest brand and advertising databases, along with numerous case studies. The book emphasizes evidence-based conclusions regarding brand growth and the effectiveness of advertising in a landscape often dominated by subjective opinions.
Readers will find a wealth of practical wisdom and common sense throughout the text, making it a valuable resource for anyone interested in business and economics. By focusing on the role of knowledge in marketing, the book aims to address the gap between opinion and evidence, providing actionable insights for marketers. This edition serves as a guide for understanding how brands can effectively grow and succeed in a competitive environment.
Official synopsis Publisher
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
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