Make sure you read this book. It could be the difference between success and failure. * Sir John Hegarty, founder, Bartle, Bogle & Hegarty *
David Pearson is one of the most experienced and talented marketing professionals I have ever met. I read and enjoyed every word of this book, which is an absorbing and exciting expose of marketing best practice. The mini case histories are brilliant and the lessons David Pearson spells out will be of enormous value to practising marketing executives. Students of marketing would also learn a lot about the application of marketing theory. It was great to read such an unusual, interesting and useful book. * Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, Emeritus Professor of Marketing, Cranfield University School of Management *
This original yet highly practical book will not only help Marketers do a better job next Monday morning, but also, properly applied, enable them to advance their capabilities over the next five years. David Pearson's successful experience at a senior management level in consumer goods, hi tech, and business to business, for first rate American, European, and Japanese companies, give him a unique perspective. Those who wonder why Marketers often lack a strong voice in the Boardroom, how they can radically raise their productivity in this digital age, and whether they are following the right priorities, will find the answers in this book. This is a Must Read for all Marketers, in companies big and small, especially for ambitious people who wish to move up into senior management. It re-positions and expands the key principles of Marketing in a readable and actionable way. * Hugh Davidson, co-founder of Oxford Strategic Marketing, author of Even More Offensive Marketing and The Committed Enterprise *
A rare man is David: possessed of a remarkable intellect, an insatiable curiosity about customers and a gift for seeing what really matters commercially. I've known David for many years as colleague at Mars, Inc., and through the Marketing Society where I was Chairman. Here he has helped us all by grasping the central truths of marketing - never accept that marketing is all about 'gut feel' - and vividly demonstrated how this understanding turns into success. His light touch and powerful examples make this the perfect book for practitioner and student alike. Everyone needs to know a marketing guru like David - now you can. * Stephen Robertson Former Marketing Director Mattel, B&Q, Woolworth and WH Smith and Director General of the British Retail Consortium. *
A brilliant read from a great marketing practitioner. David tells it as it is. A crystal clear expose of marketing practice rather than just the theory. A wealth of knowledge and experience distilled into simple rules for application. From the blue chip marketeer to the entrepreneur there is sound advice for everyone * Alan McWalter former Marketing Director of Comet and Marks and Spencer *
This finer gradation of the 4Ps expertly shows superb insights to marketing strategy. Readers are treated to the significant senior experience of the author who masterly uses practice to bring theory to life. A particularly helpful book for marketers charged with developing more effective marketing strategies * Leslie de Chernatony BSc PhD FCIM FMRS Professor of Brand Marketing *
The 20 Ps of Marketing is a very enjoyable read; relaxed, yet practical with plenty of good advice, but not a textbook. Whilst it is full of real life examples and case studies, these are delivered in a flowing, conversational style. Some of these cases may be familiar to the experienced marketing executive, but the book works as a good advisor and reminder to salesmen, customers and aspiring marketors alike: a good read. * Tony Cowling, Life President Taylor Nelson Sofres plc *
...an interesting and easy read, blending theory and some fascinating history lessons with practical applications. Pearson writes in a light style and the text is peppered with mini case studies drawn from his experience spanning four decades with companies such as Procter & Gamble, Mars, Sony, Pillsbury and Pentland. He writes honestly and openly about his successes and failures with equal measure. ). For students or those embarking on their marketing careers, such a list will be invaluable. For the experienced practitioners it is a powerful reminder that making an impact is a mix of what you do and how you do it. * Kerris Bright, Market Leader *
