OWL Magazine Korea

Pepe Martinez’s “Marketing that Opens Wallets”

Pepe Martinez is the Iberia Regional CEO of Millward Brown Group, enjoying worldwide reputation in market research, brand valuation, and marketing consulting. While majoring in psychology at Spain’s prestigious Madrid Complutense University, he has built an exceptional background in consumer psychology over the past 30 years, applying it to marketing and developing new brand strategies.

The book titled “Marketing that Opens Wallets” was published on January 27, 2015. Although it was released about 8 years ago, it still holds up well as it doesn’t delve into specific marketing methodologies but rather discusses the conceptual aspects of marketing.

“A Book Covering the Basic Concepts of Marketing”

Marketing encompasses a wide range of activities related to customers, aimed at creating, retaining, and managing them as loyal customers. It includes advertising, sales, and has gained prominence in fields that utilize services like smartphones and social networks for marketing, especially with the advent of smartphones and social networks.

Given its broad scope, there are numerous marketing books available in bookstores. However, this book stands out by focusing not on a specific area of marketing but on the conceptual aspects of “marketing.”

“Neuromarketing Based on Neuroscience”

Particularly, the book discusses “neuromarketing” based on “neuroscience” or “psychology.” It interprets various research findings from psychology and neuroscience into marketing perspectives.

Unlike other general management or economics books, it heavily utilizes research findings from various fields, especially neuroscience, and overlaps disciplines, giving a somewhat disjointed feeling initially.

“The Mind, Influenced by Emotional and Non-Rational Factors”

The key message of the book is that humans do not solely rely on conscious and rational aspects when making decisions or consuming. Instead, emotional and subconscious factors often have a significant influence during the decision-making or consumption process. The book substantiates this with various research findings, both philosophically and medically.

These aspects are often felt in the field of marketing and in our daily lives, but the impressive aspect is the philosophical and medical reasoning behind why these phenomena occur.

“Key Content Summarized for Application in Marketing After Each Chapter”

After each chapter, rather than delivering a clear message, the author or publisher summarizes the key content that can be applied to marketing on a single page.

Even after reading the entire book, it may be difficult to remember every detail. However, examining the key content summarized after each chapter can reveal insights that can be applied to the field of marketing.

“Marketing Based on Understanding People”

Ultimately, the core content of this book revolves around understanding “people.” It emphasizes that humans are not solely rational beings, departing from the assumption of solely rational thinking. Instead, it acknowledges that humans are influenced by emotional and non-rational factors, not only in the conscious but also in the subconscious realm.

It is likely that there are differences based on age, gender, and cultural background. By actively considering these demographic and cultural differences, one can build a powerful brand and dominate the market.

Rather than delving into specific marketing methodologies, this book delves into neuroscience, offering insights into the correlation between neuroscience and brand marketing. If you’re interested in the intersection of neuroscience and brand marketing, this book is worth exploring.

“Marketing that Opens Wallets”