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Top marketing book of 2013: ‘The Human Brand’

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‘The Human Brand’


Marketing has become more facetted in the age of the internet than ever before. With more outlets, many demographic rich, marketers must have a great understanding of where their customer is and how to reach them in their preferred platform.

This complex maze is made simpler with “The Human Brand: How We Relate to People, Products, and Companies”. Published in November it is your examiner’s choice of the top marketing book of 2013.

Author Chris Malone researched more than 45 companies in 10 separate studies for compile this valuable work for anyone seeking to understand the process unconsciously used by people to select the products and services they purchase. These companies span a broad spectrum from the internet’s Amazon and Zappos to consumer product maker Hershey’s to restaurateur Domino’s and trendy phone company Sprint.

Why have people decided to hate one company and love another is a basis for the book using insight from co-author Susan Fiske. She unmasks the web of the thought processes of spontaneous judgment and longer term perceptions.

“The Human Brand” is a must read for anyone seeking to locate and retain customers that will be lifelong supporters of a product or service. The book proves loyalty is still alive and could even be stronger than ever. Without this book you could lose out on this customer retention trend.

Product Details

  • Hardcover: 208 pages
  • Publisher: Jossey-Bass; 1 edition (October 7, 2013)
  • Language: English
  • ISBN-10: 1118611314

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