Book Reviews: Marketing

Interested in Becoming a Member?

An SIM Membership like no other, provides you with an abundance of tools, resources and opportunities to help you achieve your professional and personal success at every step of the way! Be part of our learning community of more than 34,000 corporate and individual members.

For more information about membership, please click here »

Member Login

If u are a subscriber, please use ur subscriber login.
If you are a SIM Member, please use your SIM Membership login.

Forgot your password?

Member Login

Forgot your password?
login  Cancel

Sign Up

If you wish to sign up for a SIM Membership, please click here


If you wish to subscribe to Today's Manager, please click here

If you wish to subscribe to Singapore Management Review, please click here

Website maintenance notice: Website will not be accessible from 27 June (11 pm) to 28 June (9 am) due to scheduled maintenance. We apologise for any inconvenience caused.

Home > Articles > Book Reviews: Marketing

 Book Reviews: Marketing

Today's Manager
June 1, 2017

By Javier Sánchez Lamelas
LID Publishing Limited
Reviewer: Bertrand Leong

Heart & Brain of Branding

MARKETING is about making people fall in love with your brand, creating value, and capturing it. In MARTKETING, author Mr Javier Sánchez Lamelas explores the marketing formulas and the lessons learnt from working in two of the world’s largest branding giants: Procter & Gamble (P&G) and Coca-Cola.

Using a combination of research, theory, and real-life experience, he unveils the secrets of powerful marketing, offering a unique framework to help you master your own mastering strategy. The book will make sense even if you decide to forgo the preamble and skip to the main course. However, I was glad that I read the preface first as it gave me a better appreciation of the author’s experience through the events that had shaped his views on marketing. The chapters may be read in any order since they are independent from each other and organised in short and easy-to-read segments.

The author defines and elucidates concepts in refreshingly erudite, creative, and insightful ways. He writes that good communication speaks to the emotional side of the brain; that design goes beyond shapes and functionality to include the way a brand looks in its totality (e.g.: music, aromas, or texture), and how we should never compromise the integrity of a brand’s essence and what it stands for whilst innovating.

Candid and full of heart, MARTKETING is a highly recommended read—guaranteed to shorten your marketing learning curve and leave you richly-infused with both creative and analytical marketing wisdom.


Copyright © 2017 Singapore Institute of Management

Article Found In

Today's Manager Issue 2, 2017

View Issue

Browse Articles

By Topic
By Industry
By Geography