Eat Your Greens
Fact-Based Thinking to Improve Your Brand’s Health
The book is now available to buy for all kindle editions and we hope you enjoy it.
When ordering 5 or more copies use the code 'apgbulk20' to receive 20% off your total order.
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You can now order 'Eat Your Greens' today through Troubador or Amazon for only £20.
The book is now available to buy for all kindle editions as well.
About the book
APG published Eat Your Greens’ in the Autumn of 2018. It is a collaboration with Wiemer Snijders and is a collection of articles written by 35 experts in marketing and communications. The brief to the contributors was to take marketing science as their start point and show how they apply it or get inspiration from it. Essentially we’re talking about the importance of using the latest fact-based marketing thinking to do a better job – hence the reference in our title to healthy eating – and the need to counter hype and brief, gossamer trends with more systematic applied thinking.
The list of contributors is long, various and impressive. It includes Mark Ritson, Kate Waters, Byron Sharp, Helen Edwards, Paul Feldwick, Richard Shotton, Sue Unerman, Phil Barden, Tess Alps, Peter Field, Wiemer Snijders, Bob Hoffman, Faris Yakob and other authors you may not have heard of but have brilliant contributions to make. Each author has a written on a subject they feel strongly about and on which they have a lot of useful ideas to contribute; the application of BE to advertising, short vs long term thinking, the fallacy of being obsessed with comms and digital toys; the fact that long term thinking needs to be female and 30 more fascinating subjects.
The book is intended as a stimulus to debate, a collection of incredibly strong evidence to help you improve your strategic thinking and as a spur to improve the quality of thought in the marketing and communications community. You can use it as an encyclopaedic guide to the best of current thought, or to shape the development of particular marketing or comms strategies, or as a source of nuggets of wisdom to furnish your mind.
The APG would like to acknowledge Wiemer Snijders who had the inspiration for the book and has worked tirelessly to make it happen.
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Professor of Marketing Science & Director of Ehrenberg-Bass Institute at the University of South Australia. Author of 'How Brands Grow'
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