Articles & Tools

Recommendation: “They are working on you with their eyes!” by Prof. Ram Herstein

Author: Alex Shillman
Matar Publishing, 176 pages, 89 NIS

How does a girl band that doesn’t sing on the same scale become a huge international success? Why should all supermarket chains have basic products scattered around the edges of the supermarket? These are some of the questions to which the author provides a fascinating and surprising answer. In simple and fluent language, he dismantles one professional marketing exercise after another and attaches up-to-date examples from the conduct of companies and brands that are well known to us from everyday life.

The book is divided into a large number of short chapters so that reading it is easy and non-binding. You can easily skip between chapters according to the reader’s personal interest and curiosity and still come away with interesting, useful and complete information.

The author worked for many years in branding and consulting for commercial companies and at a certain point crossed the lines and began to conduct workshops for wise consumption and dealing with the world of advertising and marketing, so that you will probably find yourself nodding with a smile and identifying with the tone of the book.

A great book for any curious person, and a must-read for those interested in the “behind the scenes” of the world of branding and marketing, I personally find myself using examples from the book in almost every lecture – the variety is so great and rich that you will undoubtedly find it useful.

Happy reading.


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