The New Marketing Manifesto: The 12 Rules for Building Successful Brands in the 21st Century (Business Essentials S.) Paperback – 27 July 2000

Slightly bored after the first chapter.

I'm in the process of starting my own company and I am very happy that this was the first marketing book I chose to read. Everything is so simple and makes perfect sense. The only thing I disagree with is that aspirational advertising is over - society has never been as celebrity obsessed as now!The book has shown me how integral marketing is to a business and given me plenty of ideas I intend to implement. And best of all it has shown me that creating and maintaining a strong brand needn't cost a fortune in our fickle and ever changing world.Tell anyone who is interested that this is a brilliant book on marketing!

John's approach is refreshing. It's informative, inspirational and above all practical. He has taken the plethora of research on the new millennium consumer and offered practical advice on how to turn theory into reality. A really useful book no matter which industry sector you're in.