Never Always, Never Never by Patrick Gilbert (.ePUB)
File Size: 6.5 MB
Never Always, Never Never: Strategic Marketing in an AI World by Patrick Gilbert
Requirements: .ePUB reader, 6.5 MB | Version: Retail
Overview: Most marketing today is stuck in a cycle of short-termism. Marketers chase ROAS targets, optimize campaigns in isolation, and treat every platform update like a fire to put out. The result is a lot of motion without much direction. Meanwhile, AI is accelerating everything around them, and the gap between those with real strategy and those without it is widening fast.
Never Always, Never Never is a book about putting strategy back at the center of marketing—and understanding how AI changes who gets to be effective at it.
Patrick Gilbert, CEO of AdVenture Media and author of the bestselling Join or Die: Digital Advertising in the Age of Automation, draws on over a decade of experience managing paid media for brands ranging from scrappy DTC startups to publicly traded companies. In this book, he traces the rise and fall of the tactics that once drove easy growth, explains why they’ve stopped working, and offers a practical framework for what comes next.
Along the way, Gilbert challenges some of the most deeply held assumptions in modern marketing. Drawing on research from the Ehrenberg-Bass Institute, Byron Sharp, and Les Binet & Peter Field, he makes the case that most of what marketers believe about loyalty, targeting, and funnel optimization is either incomplete or flat-out wrong—and shows how evidence-based principles can reshape the way teams think about growth.
Genre: Non-Fiction > Educational > Business, Strategy & Management
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