After investing 13 years learning the craft of marketing at UNSW, Leigh Made a mark in FMCG marketing, including being featured on current affairs TV, metro newspapers & business publications.
In his 20’s he reached Senior Account Director in major advertising, direct marke
If you want to know more about marketing than 98% of marketing people… If you want clear and concise marketing management knowledge so you can distinguish between suboptimal and perfect decisions… if you want to shine in front of peers, subordinates and bosses, or simply guide your organisation to optimal success… you MUST read this book. It contains the essence of how to lead and guide any organisation to the pinnacle of performance. Containing real tips and practical approaches, simply explained and well-illustrated, it is everything they SHOULD teach you in an MBA but don’t! A “must read “ for every existing and aspiring CEO, Board member or CMO.
LEIGH COWAN - B Commerce (Marketing), UNSW, Graduate. Diploma Strategic Planning (London City University) AFAMI (1987) FSMI (2014)
Leigh has 40+ years in strategic marketing management, populated with multiple “million-dollar’ successes. His “Law of Diminishing Brand Loyalty”, “Hierarchies of Marketing”, PEERSMART and MEVPIV and OSATTA models are proven commercial tools used by forward thinking executives in Australia and internationally.
His deep understanding of commerce, and corporate governance, strategy & planning acumen have benefitted dozens of Boards, C-suite executives & MBA students in post-graduate university schools. His record-breaking product management achievements across both B2C (Business-to-Consumer) and B2B (Business-to-Consumer) industries; launching, growing and saving numerous brands, demonstrate Leigh’s ability to apply academic principles with vivid commercial flare have been repeatedly delivered. He demonstrates the commercial value of “Pracademics”, the synergy of practical experience combined with deep academic knowledge.
His earlier books, “The Four Faces of Marketing” and “Advanced Pricing Strategy” have proven popular in the business community and as valuable reading in university courses. They are also available from bookboon.com.