Penetration: The New Battle for Mind Space and Shelf Space

Synopsis of Penetration: The New Battle for Mind Space and Shelf Space

This book offers a fresh perspective on marketing, grounded in facts and data. Inspired by the groundbreaking work of Daniel Kahneman on fast and slow thinking, author Marcel Corstjens challenges traditional marketing conventions. Through rigorous analysis, the book questions widely accepted but often flawed concepts, such as the idea that brands are 'Lovemarks' or that retailers hold absolute power, proposing instead a more thoughtful and strategic approach for industry professionals.

This work is an essential tool for those seeking to understand the current dynamics between consumer mind space and physical shelf space. With a practical and critical approach, Corstjens invites the reader to move beyond logical but ineffective intuition in favor of evidence-based strategy, helping to avoid costly and dangerous decisions in today's competitive business environment.