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Sobre este libro
Paul Dervan has spent 20 years in marketing, working for high-profile brands, creating new ones and helping to rescue those that have got in trouble. He was also given the unique opportunity to build a marketing lab where he undertook hundreds of experiments to see what really worked – and what didn’t. He’s been up close with some of the world’s finest marketers, and seen both successes and failures – sometimes on a colossal scale.Run With Foxes is a blistering, must-read collection of real-life stories from this fascinating world, revealing the messy reality of decision-making in marketing and the secrets of making better decisions.