Speed Read – The Science of Marketing

Marc Michaels
Lateral Group

This Speed Read was originally published in Admap - May 2014 issue.

This book applies a technical approach to marketing and uses a mix of research methods to explain why companies should adapt their strategies to achieve maximum results

The Science of Marketing by Dan Zarrella is like a collection of well-written white papers. Topics include media channels such as email, Pinterest, Facebook, Twitter and webinars.

Central ideas and arguments

The book is a refutation of what the author calls the 'unicorns and rainbows' strategy, which encourages companies to love their customers without applying scientific insight. The book offers a contradiction of this theory and more substantial and proven tactics and tips that have been formalised through scientific research and techniques.