Abstract

This book offers guidance on the correct application and implementation of marketing theories, avoiding being swayed by wordplay and trendy keywords.

It addresses questions like, "Is STP really useless?", "Is CEP a panacea?", and "Kotler vs. Sharp: which is correct?" It's a guide to the "truth" behind marketing theories, which are often misinterpreted.

The author has a long history in consumer research at P&G, and at Ezaki Glico, he established the consumer research department and served as the China branch manager. For over 30 years, he has applied the two major marketing theories, "Kotler's theory" and "Sharp's theory," in practical settings. Based on these concrete examples, the book explains the correct application of theories and frameworks throughout the entire marketing process, from new product development to scaling (0 to 1, 1 to 10, 10 to 100).

Author’s Information

Insight CEO. Joined P&G in 1992, where he was involved in brand marketing and consumer research. As a team member and part of the management team, he contributed to the successful launch of numerous new brands in the apparel and household cleaning product categories. In the hair care category, he led P&G from 5th place to 1st place in market share. In 2011, he moved to Ezaki Glico, where he served as head of CR (Consumer Research), general manager of Shanghai Ezaki Glico, and executive officer at the head office. As president of the company's China branch, he achieved more than double the sales growth since taking office, along with high profit margins. He has been CEO of Insight since 2025. He is also a specially appointed professor at the Faculty of International Business and Economics, University of Hyogo. His translated books include "Why Your Marketing Is a Gamble: Disciplined Fact-Based Marketing That Brings Amazing Growth and Profits" (Asahi Shimbun Publications). Books for which I was responsible for planning and supervising the Japanese translation include "The Science of Branding: 11 Marketing Laws Nobody Knows," "The Science of Branding: New Market Development," "The Science of Branding: Building Unique Brand Assets," and "The Science of Branding 4: Brand Health Checkup" (all published by Asahi Shimbun Publications).