Abstract

★ Definitive version of “Evidence-based Marketing” based on over 300 international papers and experimental studies
★ Must-read fact and evidence for business people aiming “well-grounded business growth”

The world is full of stories on marketing and branding.

There are new keywords arising in the world almost every year. We search on the internet to find tons of them like “success story of an incredible marketer”, “famous theory proposed by a great teacher”, or even “unique framework formulated by some consultant”.

However, does it really allow your business to grow?
Why people say different things?

STP, customer loyalty, customer acquisition & defection prevention, repeat customer, differentiation, niche strategy, brand image, perception, positioning, premiumization, recommendation, fan marketing, purchase funnel, creativity, optimal budget allocation, and marketing ROI…….

This book thoroughly digs into the grounds of such stories as “since everyone says so, I guess that is about it”, with a focus on international experimental studies and papers. As a result, many cases that are untrue and generally speaking invalid were discovered. From consumer understanding to product development, pricing, distribution, ads communication, there seems to be “fundamental factual errors” in almost every perspective of strategy and tactics.

When realty and theory do not match, it’s the theory that is wrong. Re-skilling has become trendy today, but what you should intrinsically re-know is the basic facts on the markets and consumer behaviors of “this is what happens if you do this” or “even if you want do that, it doesn’t go that way”. If you remain to get it wrong, no matter how you have great ideas, that will be end in vain and a waste of valuable resources of the company. Now is a good time to factually review your “commonplace” in business and marketing.

Author’s Information

Executive Officer and Marketing Scientist, Consulting Division, Corexia Co., Ltd. He is widely familiar with science approaches such as mathematics/statistics and humanities approaches such as psychology/cultural anthropology. As a leading expert in understanding non-purchasing groups and non-users, he is engaged in strategic areas such as consumer goods, cosmetics, automobiles, finance, media, entertainment, infrastructure, and D2C. In addition to supporting business companies' market expansion with evidence-based consulting, he also writes and lectures, and serves as a lecturer for corporate training. His books include ``Customer Experience Marketing'' (Impress) and ``Unknown Customer Understanding: Why Do We Only See People Who Buy = Customers?'' (Nikkei BP). Member of Japan Marketing Society. My daily routine is to read foreign papers. I like cats.