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Yoichiro Kitamura's "Why Textbook Marketing Doesn't Work: A Dentsu Inc. Strategic Planner Teaches Practical Planning Theory" Now Available
The book Why Textbook Marketing Doesn't Work: A Dentsu Inc. Strategic Planner Teaches Practical Planning Theory by Yoichiro Kitamura of Dentsu Inc. was released on March 5th.
[Book Content]
Brand awareness, purchase funnel, customer journey... What should you be mindful of when applying famous marketing theories and frameworks in the field?
This long-awaited book adaptation of the popular AdverTimes. series explains "common misconceptions" and "usage precautions" for marketing frameworks.
Many so-called marketing frameworks are treated as universal principles despite their inherent limitations. They are frequently used, yet often fail to deliver results.
To handle diverse real-world projects, you need criteria to judge whether "this approach seems viable" or conversely, "this approach is probably better avoided this time." Yet most textbooks focus on general principles like "this is useful" and success stories like "this worked well when applied this way," rarely discussing "when this approach should not be used."
This book addresses how to effectively apply marketing concepts and frameworks in practice, based on field insights, focusing on three key areas: "overgeneralization," "over-engineering," and "overemphasis on data."
The book is based on lectures from the "Kitamura Juku," a small-group planning workshop the author leads within Dentsu Inc. It serves as a forum for deepening understanding of marketing through dialogue, while listening to the practical challenges faced by young planners.
[From the Table of Contents]
Chapter 1: Why Textbook Marketing Doesn't Work
Why does that plan you fought so hard to get approved internally fail?
Three Types of Excess
Chapter 2: Overgeneralization
Brand Awareness
Target Setting
Chapter 3: Overdesign
Purchase Funnel
Customer Journey
Chapter 4 Overemphasis on Data
Insight Analysis
Multiple Regression Analysis
Chapter 5: On-Site Advertising Planning
Adapting Marketing Approaches Based on Context
The Sequence of Marketing Considerations
What is Fundamental and What is Not
Chapter 6 Insights from Dialogue with Kitamura Juku Students
Questions for Students
Consultations from Students
【About the Author】
Dentsu Inc., Integrated Planning Director
After joining Dentsu Inc., he worked in TV advertising and sports broadcasting rights before becoming an advertising planner in 2012. While handling planning for diverse clients including automotive, food, precision equipment, finance, and apps, he also runs the small-group internal planning workshop "Kitamura Juku." It enjoys overwhelming popularity with an NPS of 98.4 and an average recommendation score of 9.89.
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