Name: Future Demand: Audiobook Version
Brand: Future Demand
Price: 29.00 NZD
Availability: InStock

Future Demand: Audiobook Version

$29.00 NZD

Future Demand: Audiobook Version

$29.00 NZD

INCLUDES: The full audiobook, narrated by James Hurman (5 hours 7 minutes).
Physical copy available from Mid-August

Stream in your browser or download the .m4b file to listen via your audiobook app of choice, wherever you are.

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Most advertising is built to convert the small group of customers ready to buy today.

But growth doesn’t come from chasing what’s visible. It comes from building demand among the far larger group who aren’t in-market yet.

In Future Demand, James Hurman distils decades of effectiveness research into a practical framework for turning advertising into compounding commercial advantage. This book challenges the short-term obsession with optimisation and shows what actually drives sales, share, and profit over time.

Inside, you’ll learn:

• Why short-term conversion is only part of the growth equation

• How familiarity, reach and emotion create future buyers

• How to balance brand and activation without wasting budget

• How to measure what really predicts long-term performance

If you care about predictable growth and building a brand that wins beyond the next quarter this book will change how you think about advertising.

"Future Demand should be required reading for all marketers at every level, and everyone who they partner with across the organization. Crisp, instructive, concrete. I will be revisiting Hurmans’ words regularly and sharing them widely."

Laura Jones

CMO Instacart, Member Board of Directors for Match Group & Unicef USA.

What's inside?

Marketing performance looks strong. Growth often isn’t. This book explores why this can happen, and what decades of effectiveness research reveal about building demand that drives sustainable, profitable growth.

Inside, you’ll learn:
• Why the “performance trap” is limiting established brands
• What the evidence says about how demand really forms
• How brand and performance work together to drive growth
• How to build future buyers, not just short-term conversions

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Future Demand: Audiobook Version

Prefer to read, or want the full set?

Future Demand: eBook version

Future Demand: Digital Book + Audiobook Bundle

Future Demand Complete Collection: eBook, Audiobook & Strategy Advisor

"Future Demand should be required reading for all marketers at every level, and everyone who they partner with across the organization. Crisp, instructive, concrete. I will be revisiting Hurmans’ words regularly and sharing them widely."

What's inside?