Description
Write a 3-5 page book report on "What Sticks", written by Rex Briggs and Greg Stuart
Overview/Key takeaways/What ideas about marketing can you apply from this?
Explanation & Answer
Hello, find attached the paper attached.
Running head: BOOK REPORT ON ‘WHAT STICKS’
Book Report on ‘What Sticks’ By Rex Briggs and Greg Stuart
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BOOK REPORT ON ‘WHAT STICKS’
2
Book Report on ‘What Sticks’ By Rex Briggs and Greg Stuart
Overview
What Sticks provides a precise explanation of the modern operation of marketing and
advertising. The text bases its insights on analyzing advertising valued at 1 billion dollars. Like
John Wanamaker a retail magnate, a couple of years ago, the belief that half of the expenditure
on advertising is channelled to waste without clarity of knowledge of the half that is wasted was
okay. Nonetheless, in the modern day, these stakes have grown significantly and rapidly.
According to Rex Briggs and Greg Stuart who are marketing thought leaders, the estimated
advertising expenditure that runs to waste in the United States alone goes to the tunes 112 billion
which significantly affects the profits of the company. With this regard, What Sticks tries to
unfold that the underlying insights through a mega marketing research project that has been
renowned as the largest ever covering 30 Fortune 200 companies entailing Johnson and Johnson,
Procter and Gamble, McDonald's, Kraft, Unilever, Ford and among others. In essen...
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