Authentic Marketing

Combining Human Thinking and Creativity with Technology to Inspire Audiences
1. Auflage 2026
ISBN: 978-1-3986-2584-6
Verlag: Kogan Page

Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 667 g

Develop a marketing strategy that blends data-driven principles with authentic human insight to deliver stronger, more meaningful results.

Authentic Marketing is a practical guide for mid-career marketers who want to build credibility, apply clear frameworks and develop campaigns that stand out in an increasingly AI-driven landscape. As conversations about automation dominate the industry, this book reframes what truly drives marketing effectiveness: human curiosity, creativity and audience-first thinking.

Written by industry leader Visha Kudhail, the book provides actionable tools for integrating authentic inspiration with data-driven approaches. Through detailed chapters and real-world examples, it shows how to implement strategies that optimize performance, build trust and strengthen long-term consumer loyalty.

You'll learn how to:

- Apply audience-first principles to develop creative ideas grounded in real human insight
- Implement data-driven strategies that support authenticity rather than replace it
- Develop frameworks for balancing automation with the emotional intelligence marketing requires
- Optimize campaigns by identifying meaningful audience motivations and behaviours
- Use real-world examples to strengthen credibility and apply best practices across industries

With its balance of strategy, practical guidance and modern industry insight, Authentic Marketing helps mid-career professionals develop campaigns that deliver measurable impact while staying true to the human foundations of great marketing.

Themes include: marketing strategy, creativity frameworks, audience insight, authentic storytelling, data-driven marketing, campaign optimization

Autoren/Hrsg.

Kudhail, Visha

Fachgebiete

• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Chapter - 01: What is Authentic Marketing?; Chapter - 02: The role that AI plays in marketing; Chapter - 03: Data for real human insight; Chapter - 04: Delivering on insight - staying authentic to the consumer; Chapter - 05: Audience first thinking; Chapter - 06: Blending storytelling - bridging consumer and business audiences; Chapter - 07: Don't just leave the storytelling to the creatives; Chapter - 08: Building brand trust in a digital world; Chapter - 09: The power of brand voice; Chapter - 10: Marketing pitfalls and where we get it wrong; Chapter - 11: ROI - What's a valuable marketing metric?; Chapter - 12: What does our future look like?

Über Autor(innen)

Kudhail, Visha
Visha Kudhail is an award-winning global marketing leader, based in London, UK, whose career spans roles at Square, Pinterest, Google, YouTube and Thinkbox. She specializes in turning marketing strategy into measurable business outcomes and her work has involved building marketing functions from the ground up, scaling teams internationally and repositioning brands.

In 2022, she received the award for Best Leader in Marketing at the Global Women in Marketing Awards, and she has also received recognition as a BIMA 100 Champion for Change. Kudhail co-founded the FUTURES Network for women in the UK, launched the EMEA chapter of Women at Pinterest and served as Pinterest's Global Executive Sponsor. She chairs the DMA Media Council and created Behind the Face of Success podcast. Kudhail speaks and writes regularly on leadership, creativity, DEI and the future of marketing.

Visha Kudhail is an award-winning global marketing leader, based in London, UK, whose career spans roles at Square, Pinterest, Google, YouTube and Thinkbox. She specializes in turning marketing strategy into measurable business outcomes. In 2022, she received the award for Best Leader in Marketing at the Global Women in Marketing Awards. Kudhail co-founded the FUTURES Network for women in the UK, launched the EMEA chapter of Women at Pinterest and served as Pinterest's Global Executive Sponsor. She chairs the DMA Media Council and created Behind the Face of Success podcast.