Prisoner and the Penguin: And 75 Other Marketing Stories (Paperback)
The power of a good story has long been recognized. 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 the traditional marketing handbook. Rather than a textbook, it is an enjoyable storybook 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 that people tell others about and retell over many years.
Giles Lury is the executive chairman of the Value Engineers, a leading marketing and advertising agency.