The 12 Rules for Building Successful Brands in the 21st Century
The 'New Marketing Manifesto' is a pioneering book that sets out the 12 new marketing rules for anyone aiming to build tomorrow's successful company. From "Tap Basic Human Needs" to "Get Up Close and Personal", "Mythologise the New", "Cultivate Authenticity", "Open Up to Participation", to "Stake a Claim to Fame", the author explains how these new rules differ from the old rules of marketing, and how they can be applied using simple strategies. The book also contains case studies of well-known companies (Gap, IKEA, Coca-Cola, BT, Egg) which are pioneering the new rules of marketing.
