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Oyeyemi's Marketing Book Hits the Shelf
[July 28, 2014]

Oyeyemi's Marketing Book Hits the Shelf


(AllAfrica Via Acquire Media NewsEdge) On Saturday, July 19, a large turnout was witnessed at the launch of the marketing book, Kill or Get Killed; The Marketing Killer Instinct held at the Lantana Hall of Eko Hotel and Suites in Victoria Island, Lagos.



At the Sponsor's Gala, the author of the book, who is the General Manager, Consumer Marketing, MTN, Mr Kolawole Oyeyemi was commended by top marketing professionals for his scholarly and professional contribution to the study of marketing. The book is described as the first marketing book of its kind, written by an African for Africa. Kill or Get Killed consists of masterfully written case studies depicting a multitude of brands fighting for market space, mind share and the dynamics that shape success or failure in different African markets.

It is noteworthy that the author did a comparative analysis of the business environment in Nigeria against the ones obtainable in other climes. In the book, he identifies the key differentiating factors affecting or determining mode of operation 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.


The reviewer, Mr Kachi Onubogwu, who is the Executive Director, Commercial, Promasidor, summed up the killer-instinct in marketing with the saying, "The meek shall inherit the earth but they shall never increase market share." He remarked that the book is a picture of the reality in marketing in Nigeria, adding that it is a combination of logic and magic in the right proportion. Rich in content, the piece contains many case studies of marketing warfare which shook the Nigerian consumer landscape, spanning many industries, including manufacturing such as Bournvitavs Milo, Cowbell vs Peak Milk, Legend stout vs Guinness stout as well as the major marketing contentions in the telecommunications industry spanning over ten years and involving all the major players including MTN, Glo, Airtel and Etisalat.

Kola Oyeyemi, the author of the book brings to the table well over two decades of core brand marketing experience spanning both multinational service and manufacturing organisations including Cadbury and MTN. Among those at the launch were top marketing practitioners including CEOs of some leading multinational companies. They include the CEO, MTN, Mr. Micheal Ikpoki; Lolu Akinwunmi, Group CEO of Prima Garnet, Former NIMN President, High Chief Aimiwu and CEO of Marketing Mix Ltd, Akin Adeoya, amongst others.

Copyright This Day. Distributed by AllAfrica Global Media (allAfrica.com).

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