Speed Read: MARTKeting: The Heart and the Brain of Branding

Dan Staples

This short article looks at Javier Sánchez Lamelas' 'MARTKeting', which explains why and how marketing works through a combination of research, theory and experience, and offers a framework for marketers to master their own strategy.

MARTKeting: The Heart and the Brain of Branding exposes the marketing secrets and lessons learnt from one of the world&'s most exciting global brands – Coca-Cola

This book sets out to explain why and how marketing works using lessons learnt and real-life experience at two of the world&'s most renowned brands, Procter & Gamble and Coca-Cola. The author, Javier Sánchez Lamelas, is a respected marketer who, having started as a lawyer, decided to pursue a career in marketing, becoming a marketing manager for P&G and eventually vice president of marketing for Coca-Cola across three continents, responsible for reshaping the...

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