Marketing is a science
BOOK TIP The author Heino Hilbling talks about smart agencies that deploy imposing scientific artillery to win the war against their competitors. Marketing is a science and the earth is flat?, asks Hilbling.Heino Hilbig is certainly right that these alleged wonder weapons do not always hit the target and often produce little more than smoke. But it seems just as exaggerated to deny science any significance for marketing. Hilbig loves to raise questions and freely admits that he doesn't want to answer them. Instead, he gloatingly hops from one failed campaign to the next and shows how those responsible got lost in the data jungle. A nasty and one-sided book, then. But - hand on heart - also a very amusing one. Hilbig knows where the sore points of his industry lie, and his skepticism is refreshing. The book will provide marketing-savvy readers with plenty of déjà vu and strengthen them for a more self-confident appearance in the face of charlatans of all kinds. The book is especially recommended for marketing managers who employ external service providers - and, of course, market researchers who are serious about their work.GetAbstract rating: 6Practicality: 5Innovation level: 6Style: 8 Publisher: Springer GablerPublication date: 2013Pages:ISBN: 9783658028909
