Erik Modig Awarded for Best Marketing Book 2017
Erik Modig, Assistant Professor at the Department of Marketing and Strategy, has received the prize Årets Marknadsföringsbok 2017. He gets it for “Bang for the buck - kommunikation som skapar resultat”.
The prize is awarded by Sveriges Marknadsförbund.
About the book
"Many argue that the age of old media is over and digital channels are the future. Is that true? The answer can be found in the understanding of which marketing investments are the most effective. The question is how we compare sales with brand building without comparing apples and pears. In Bang for the buck, the reader gets guidance in what will always be common to all channels – the customer’s brain. Measurement values can first be compared and give us insights about what each brand should focus on when they form a whole."