A good friend of mine mentioned this book to me last year and I was only able to get a copy of it when I went to London earlier this year.
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| Purchased from Foyles London |
I finally found the time to sit down and read it the past few weeks and I think it's one of the best marketing books I've read so far.
The book is grounded on large amounts of data collected across different markets and different categories across different time periods. The data is analyzed by academics and conclusions are made based on this. Therefore, it makes it very hard to argue with the data and the general conclusions made in the book.