Why mass marketing is still vital

Stuart Anderson, Alpha Public Relations

Book review: How Brands Grow by Byron Sharp and How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp

I love these two books. Over the last decade or so I’ve heard enough to last me a lifetime about how the key to growth is to focus tightly on a precise customer type, eschewing mass marketing and targeting those customers directly to the exclusion of all others. The consultants who propound this idea never seem to notice the irony that they themselves live on Twitter and would sell their own kidneys for a three-inch quote in a low-circulation business mag.

Hurrah and huzzah, therefore, for Byron Sharp and Jenni Romaniuk from the Ehrenberg-Bass Institute at the University of South Australia. They are proper, serious researchers and their findings, published in these two books between 2010 and 2016 should make every public relations practitioner’s heart leap with joy.

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Posted on July 13, 2017 .