{"product_id":"future-demand-paperback-version","title":"Future Demand: Paperback | Physical Copy","description":"\u003cp\u003e\u003cstrong\u003ePhysical Copy: Available for shipping in NZ only \u003c\/strong\u003e\u003c\/p\u003e\n\u003cp\u003e------------\u003c\/p\u003e\n\u003cdiv\u003eMost advertising is measured on how well it converts the small group of customers ready to buy today.\u003c\/div\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eBut 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.\u003c\/div\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eIn Future Demand, James Hurman distils decades of effectiveness research into a practical framework for turning advertising into compounding commercial advantage.\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eThis book challenges the short-term obsession with optimisation and shows what actually drives sales, share, and profit over time.\u003c\/div\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eInside, you’ll learn:\u003c\/div\u003e\n\u003cdiv\u003e\u003cspan\u003e • Why short-term conversion is only part of the growth equation\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cspan\u003e • How familiarity, reach and emotion create future buyers\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cspan\u003e • How to balance brand and activation without wasting budget\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cspan\u003e • How to measure what really predicts long-term performance\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv\u003eIf 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.\u003c\/div\u003e\n\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"Future Demand","offers":[{"title":"Default Title","offer_id":45791019630727,"sku":null,"price":39.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0721\/7941\/7223\/files\/Screenshot2026-09-11at3.53.58PM.png?v=1789098981","url":"https:\/\/futuredemand.com\/products\/future-demand-paperback-version","provider":"Future Demand","version":"1.0","type":"link"}