The power of a good story has long been recognised. It seems that, as a race, we humans love a good story. But stories aren't just for pure enjoyment ? they have long been a powerful tool for teaching. This book is an alternative to traditional marketing handbook. Rather than a textbook, it is an enjoyable "story-book" that brings to life some of the key principles of marketing in an easy-to-read, accessible form. Some of these stories are quite remarkable and almost unbelievable; but all are true and remind marketers and businesspeople that the best marketing is something which people tell others about and retell over many years. AUTHOR: Giles Lury is the Executive Chairman of The Value Engineers, a leading marketing and advertising agency. SELLING POINTS: . 75 inspiring stories about marketing ? and the lessons we can learn from them . Real-life marketing stories to inspire and teach anyone involved in marketing . Engaging to read ? based on the author's hugely popular marketing blog . Provides an alternative and more enjoyable means to learn about marketing . "The Prisoner and the Penguin" story relates to Terry Waite who, when kidnapped and held captive, asked his guards for a book with a picture of a penguin on the spine ? ie, any book published by Penguin, which he was sure would be interesting to read
