Jeremy Bullmore
ISBN: 0-470-02915-3
Cloth
174 pages
March 2006

A collection of short, thought-provoking essays on a range of marketing issues from one of the industry's best-known names: Jeremy Bullmore.

Most of the pieces originally appeared in the annual reports of WPP, while others were the basis for conference keynote addresses. With topics ranging from client management and brand management to strategy and product development, and sources of inspiration as diverse as Posh Spice and Benjamin Franklin, this entertaining and enlightening book is essential reading for any communications professional.

In most markets these days, brands compete on terms of near-equality, each searching for a marginal advantage over its rivals. Not so in the writing-about-marketing market, where the Jeremy Bullmore brand stands alone. No competitor comes anywhere near to matching the wit and wisdom with which he illuminates his subject, or the pure enjoyment he gives his readers. Why does marketing matter in the modern world? What makes a successful brand? And how do marketing communications work? Many have attempted to tackle these questions; but in this collection of essays - which originally appeared in consecutive WPP annual reports - Bullmore's almost supernaturally persuasive prose supplies totally satisfying and seemingly definitive answers.