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Detective marketing

01 Oct 2001 | by Stefan Engeseth

On the same day I'd set aside to read and review 'Detective Marketing' by Stefan Engeseth, one of my partners forwarded me an online article about common sense in branding by the very same Mr Engeseth, the omens were good, writes Stephen Chandler.

Big Brands, Big Trouble

01 Oct 2001 | by Jack Trout

Older people are often referred to as "old trouts" because they're wily, set in their ways and have dogmatic opinions, and they made better eating when they were younger. I feel a bit the same about Jack Trout on the basis of his book Big Brands, Big Trouble, Writes Hamish Pringle

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