Name: Marketing Effectiveness: Applying Marketing Science for Brand Growth
Author: Sorin Patilinet (Author), Jane Wakely (Foreword)
ISBN: 9781398621053

Marketing Effectiveness: Applying Marketing Science for Brand Growth book cover

Marketing Effectiveness: Applying Marketing Science for Brand Growth

Author(s): Sorin Patilinet (Author), Jane Wakely (Foreword)

Publisher: Kogan Page
Publication Date: August 26, 2025
Edition: 1st
Language: English
Print length: 264 pages
ISBN-10: 1398621056
ISBN-13: 9781398621053

Book Description

Marketing budgets are under more scrutiny than ever.
Clicks are easy to count. Real impact is not.
Marketing Effectiveness is a practical, evidence-driven guide for marketers who are accountable for growth and expected to prove it.
Written by leading marketing practitioner Sorin Patilinet, this book goes beyond surface-level ROI to show how marketing science, advanced analytics, neuroscience, and AI can be applied to real-world business decisions.
Inside, you’ll learn how to:

Measure marketing effectiveness across the full marketing mix, not just performance media
Build decision frameworks that connect marketing activity to commercial outcomes
Balance short-term activation with long-term brand growth
Use neuroscience and machine learning to improve decision quality
Prepare for AI’s expanding role in marketing measurement and strategy

Featuring real-world examples from global brands including Snickers, Dove, and M&M’s, the book equips marketers to move from reporting activity to driving impact.
Ideal for: brand managers, marketing directors, consultants, analytics leaders, growth-focused marketers
Not for: readers looking for academic theory or channel-specific tactics
⭐ 5.0 average rating from 50+ professional readers
Not a theory book.
A decision framework for marketers who want credibility in the room where decisions are made.

Editorial Reviews

Review

Jane Wakely
“Sorin deeply explores how a data-driven approach can enhance real business impact. This book unpacks marketing effectiveness from strategy to execution across channels.”
EVP, Chief Consumer and Marketing Officer, PepsiCo

Russell Parsons
“Delivering and demonstrating meaningful effectiveness is essential for marketers. This is a useful and thought-provoking guide to driving brand growth.”
Editor-in-Chief, Marketing Week

Stephan Loerke
“A catalyst for industry-wide effectiveness. A must-read for marketers seeking better outcomes.”
CEO, World Federation of Advertisers

Koen Pauwels
“Bridging the gap between academic data science and actionable business strategies.”
Distinguished Professor of Marketing, Northeastern University

Gerry D’Angelo
“A real-world guide to getting media, creative, and all marketing levers pulling in the same direction.”
Senior Adviser, McKinsey & Company,ex P&G

Michael Platt
“A powerful mix of marketing science and strategy with immediate applications.”
Professor, Wharton Neuroscience Initiative

From the Author

Marketing Effectiveness is the book I wish I had at the start of my marketing career.
I wrote it to bring a clear, brand-side perspective to a topic that is often overcomplicated or misunderstood. This book builds on excellent work from academia, research, and consulting, but grounds it in real decisions marketers have to make under pressure.
If you are responsible for growth and expected to explain what marketing actually delivers, this book is for you.

From the Inside Flap

Marketing Effectiveness challenges how marketers think about impact.
Rather than focusing on channels or tactics, it provides a practical framework for evaluating how marketing decisions contribute to growth. Drawing on marketing science, advanced analytics, neuroscience, and AI, the book shows how to connect marketing activity to commercial outcomes.
Written for practitioners, it helps marketers move beyond reporting metrics to making better decisions.

From the Back Cover

In recent years, with tightening budgets, an explosion of data points and advancements in analytical methods, marketers are now more than ever expected to deliver quantifi able results. This is where marketing eﬀectiveness comes in.

Contrary to popular belief, marketing eﬀectiveness is not just about the measuring of ROI. The lens of eﬀ ectiveness must be applied to all marketing mix elements, from strategy to pricing and product to media and advertising. It’s a strategic shift that demands robust evidence-based decisions and consistent application in order to grow.

Marketing Eﬀectiveness will enable mid-senior level marketers to integrate the scientific methods and advanced measurements required for true marketing eﬀectiveness into their marketing strategies, so that they can reap the benefits of strong customer understanding and developing decision-making processes for growth.

Covering everything from neuroscience and its application to marketing to advanced analytics and machine learning models, this book is a comprehensive practical guide for marketers. It also takes a look into the future of how AI will aﬀ ect the use of marketing eﬀectiveness and includes real-world examples from Dove, M&Ms and Snickers.

About the Author

Sorin Patilinet is a global marketing effectiveness executive based in Brussels. He currently helps PepsiCo turn marketing science into business growth, after previously leading the global Marketing Effectiveness Center of Expertise at Mars.

His work has been recognized by WARC, ANA, and the World Federation of Advertisers, and he regularly speaks at Cannes Lions, WFA, ANA, Mad//Fest, and the Festival of Marketing. Sorin also lectures at Wharton and leading European universities.
He focuses on helping marketers make better decisions, prove impact, and build sustainable growth.

View on Amazon

电子书代发PDF格式价格30元我要求助