The new book, Kill or Get Killed, The Marketing Killer Instinct, by Kola Oyeyemi was last weekend presented to a group of select individuals in Lagos.
Kill or get Killed, also known as KGK, is regarded as the first serious attempt by an African marketing practitioner to pen real life case studies of the great material, intellectual and nerve racking battles that characterise the rise and fall of brands in the Nigerian, and to an extent, the African theaters of war for the consumer’s mind and wallet.
The book presents a series of masterfully-written case studies depicting a multitude of brands fighting for market space and the dynamics that shape success or failure in different African markets.
Of particular note is the effort the author has made to identify the key differentiating factors affecting or determining mode of operations in the African environment, excluding South Africa and Africa north of the Sahara which have fundamentally different tendencies in terms of culture, human psychology, climate and history.
George Thorpe, leading marketing practitioner, thinker and managing consultant of Market Space, lauds Oyeyemi’s capacity to write in fluid, readable manner, revealing that the work reads like a novel.
“(It) is serious; some will find this serious novel useful for developing their verbal abilities, others for improving their focus and concentration. Still others will value it for its entertainment value; but all, in particular, students of, and academics in marketing and management, professional marketers, and business leaders, will agree it is as yet the best work on marketing in Africa in general, and Nigeria in particular, offering an outstanding wealth of learning and experience,” Thorpe said.
KGK is replete with many case studies of marketers’ wars which shook the Nigerian consumer landscape, spanning many industries, including manufacturing (Bournvita vs Milo, Cowbell vs Peak Milk, Legend stout vs Guinness stout), the major marketing contentions in the telecoms industry spanning over ten years and involving all the major players including MTN, Glo, Airtel and Etisalat. The case studies are comprehensively treated with major focus on Nigeria, Kenya, Tanzania and a few other markets while the author also provides some critical insights into African markets in general.
Kill or Get Killed, which will be released in hard copy to the Nigerian market in a matter of weeks, is already available on Amazon, Kindle and Apple store and Google Play store and online copies can be purchased at the moment.
Kola Oyeyemi, the author of the book brings to the table well over 2 decades of core brand marketing experience spanning both multinational service and manufacturing organisations.
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