The Work Smarter Guide to Marketing

'This book is a little key that unlocks the very big door to becoming a (more) successful marketer.' - Stevie Spring CBE, Chairman of Performing Right Society and Chairman of Mind 'Mark Palmer has a potent ability to demystify what marketing and brands are about. He's a straight talker, a deep and erudite thinker, but also immensely practical in what companies and people should then do. There isn't one instruction manual for marketing. But this is pretty close to the ""perfect cookbook""' - Mark Howe, Former Managing Director of Google EMEA and Advertising Standards Authority Board and Council Member 'There are literally hundreds of books on marketing, but if you only have time to read one book, this is the one to choose. Crammed full of insights, stories, frameworks and case studies, it contains everything you need to know about all aspects of marketing in an easy-to-read and accessible way.' - Dr Mark Powell, Fellow at Henley Business School, Associate Fellow at INSEAD and author of The Five Principles of Performance Thinking 'In today's marketing environment, we all need to have our BS card ready, and Mark has written a crisp, compelling guide to help us all be mindful of what matters and not to get distracted by what doesn't. A very enjoyable and informative read.' - David Wheldon OBE, Former Global Head of Brand at Coca-Cola, Vodafone and Royal Bank of Scotland. President of World Federation of Advertisers and host of the Better Marketing Podcast 'Mark Palmer treats marketing the way a physicist treats the universe: with curiosity, clarity and the courage to simplify. Someone whose advice has never let me down.' - Jamie Milroy, CEO and Founder of Dash Rides 'Whether you are on the board of a company, running your own business, have a side-hustle or have found yourself in a job in advertising, sales or marketing . . . READ THIS BOOK. You'll find your fear of marketing and its bullshit falls away in front of your eyes.' - Lisa Batty, Global Comms Planning Director of TikTok for Business 'This book drop-kicks the bullsh*t out of branding. It's not another softfocus LinkedIn sermon about ""authenticity"" - it's a marketing defibrillator. Palmer doesn't whisper sweet nothings about purpose; he rips the mask off and shows you the wiring.' - Mark Borkowski, Founder of Borkowski and author of Improperganda: The Art of the Publicity Stunt and The Fame Formula 'Actionable frameworks, readily understandable examples and clear writing - with just the right touch of humour. This is a book for marketeers to keep close at hand!' - Claire Hewitt, Director of The Henley Partnership, Henley Business School 'In a world where everything is changing, we need to listen to Mark Palmer, who understands what doesn't change about marketing better than anyone.' - Richard Hartell, CEO of EssenceMediacom USA 'I've known and worked with Mark Palmer in multiple companies. It's about bloody time he wrote a book. He thinks differently and connects dots you didn't even see. Most of all, he has always made marketing seem so very obvious and easy, when many are befuddled by it. Grab this book - it will save you thousands of hours of angst, shedloads of wasted money and help make you look like a genius.' - Ali Crossley, Managing Director, Distribution, Legal & General 'Most people in marketing don't understand marketing. That's the uncomfortable truth Mark Palmer sets out to fix - with clarity, humour and real-world wisdom. At the School of Communication Arts, we train the most awarded creatives in the world. I always want them to meet Mark, because he doesn't just teach marketing - he makes them think.' - Marc Lewis, Dean of the School of Communication Arts 'In today's marketing environment, we all need to have our BS card ready, and Mark has written a crisp, compelling guide to help us all be mindful of what matters and not to get distracted by what doesn't. A very enjoyable and informative read.' - David Wheldon OBE, Former Global Head of Brand at Coca-Cola, Vodafone and Royal Bank of Scotland. President of World Federation of Advertisers and host of the Better Marketing Podcast