"The book every marketer should read"
Fernando Machado
Former CMO, Burger King & Activision Blizzard
"The wake-up call that marketing needs"
Dr Marcus Collins
Clinical Marketing Professor, University of Michigan & Author of For the Culture
Future Demand: Paperback | Physical Copy
$39.99 NZD
Sale price
$39.99 NZD
Regular price
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Future Demand: Paperback | Physical Copy
$39.99 NZD
Sale price
$39.99 NZD
Regular price
Physical Copy: Available for shipping in NZ only
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Most advertising is measured on how well it converts 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 and how you operate as a marketer.
Prefer to listen, or want the full set?
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
Frequently asked questions
Is this the same as the earlier book, Future Demand?
No. This is an entirely new book: fully rewritten, with new research, new frameworks and new case studies. It shares the name because it's the definitive expression of the idea, but it's not a reprint or a new edition of the earlier work, which is no longer available. If you read the original years ago, this is a completely fresh read.
Is there an audiobook?
Yes. The audiobook is available here. You can buy it on its own or as part of the Digital + Audiobook Bundle, or the Complete Collection which also includes the Pocket Advisor app.
Can I buy copies for my whole team?
Absolutely, this is an idea made to be shared across a marketing team and the people they work with. We offer 10-packs and 20-packs of the Ebook in our Bulk Orders section, and if you need a different quantity, just email us at hello@futuredemand.com and we'll sort it out.
What's your refund policy?
We want you to love the book. If you read it and it's not for you, get in touch and we'll happily refund you. No fuss.
Who is Future Demand for?
Marketers, business leaders, founders, agency teams, and anyone who's ever had to justify brand investment or who wants to really understand how brand works. If you care about building brands that grow, and proving it works, this book is for you.