About the book

The conventional marketeer has lost his bearings. He was taught to rely on rational models that have since become ever more complex and which lead him further and further away from the consumer. Research has long since demonstrated that human behaviour is driven by emotions and, as a consequence, is often irrational. Meanwhile, the unsolved questions of the conventional marketeer keep stacking up: What does my brand mean for the consumer? How can I stand out from the crowd? How can I carry my brand further? How can I stay motivated in the face of such uncertainty?

The answer to all these questions lies in the trend towards grounded simplicity and deeper insights into markets and the human nature on which they are based. The rule, ‘survival of the fittest’ seems to apply to business as much as it does to nature. The True Nature of the Marketeer therefore goes in search of the new marketeer who knows how to approach the principles of natural selection with intelligence and resolve. How can I make my product or service more attractive both in terms of form and content? How can I turn market conditions to my advantage? How should I let my product or service evolve in an open or niche market? How can I ensure the survival of my brand and defeat my competitors?

The True Nature of the Marketeer applies the laws of nature to give the true marketeer and all those interested in marketing a clear and concise foothold. The goal is not only to recognize the success factors of your business but to put them to maximum use in the search for market domination. Because it is not only the strongest who win…

The True Nature of the Marketeer sows the seeds of a new breed of thinking about marketing.