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Imaginative Marketing
by Jonathan Gabay
from Teach Yourself Books

Editorial Review:

Jonathan Gabay, whose previous books include Teach Yourself Copywriting and The Meaning of Life, is a course director at the Institute of Marketing and a lecturer on marketing, copywriting and creative advertising. In this book he introduces the concept of "imaginative marketing", which he describes as being beyond the normal parameters of traditional marketing--that is, imaginative marketing involves companies diverging away from giving customers what they want and instead showing customers what they could have. Peppering the text with interesting anecdotes--from Coca-Cola to the Spice Girls--Gabay highlights how to develop a marketing plan, use market research effectively and how to think creatively. In addition, he includes thought-provoking exercises that fire up the imaginative marketing process. Teach Yourself Imaginative Marketing is essential reading for any company manager interested in being a few steps ahead of the competition. --Pat Naylor

Customer Reviews:

• Avg. Customer Rating: 5.0 / 5.0

• The definitive guide to unlocking yourt imagination.
  When I first picked up Imaginative marketing I found myself unable to stop reading. JJ Gabay's writing style involves the reader and encourages imagination while you are reading. I found myself having to keep a notepad by my bed in order to write down the countless ideas that I had for my company while reading. I cannot recommend it highly enough. I bought copies for my entire office. I can't wait for him to bring out the next one.

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