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 We live in a country where «cargo marketing» has won - marketing based on myths and fictions. Some businesses feel comfortable in the arms of this cult, but sooner or later the collision of reality and mythology leads to devastating consequences. In this book, Alexey Filanovsky, a well-known Ukrainian marketer, analyses the most common business myths and offers simple and transparent methods and tools to help establish truly effective marketing. The second part of the book is devoted to the philosophical issues of marketing - in particular, how it creates value that satisfies consumers and contributes to the prosperity of companies.

 Based on the fundamental principles of information assimilation, the author shares his own rich experience of building successful brands. The third part of the book offers the reader a glimpse into the near future with the help of existing trends that will radically change society, consumption and markets in the coming decades.