Future Demand: How Marketing to Tomorrow's Customers Will Break Your Brand Out of the Performance Trap

by James Hurman

299 pages, Paperback

Published July 16, 2026

Reviews

[Rasmus Stoltzenberg · Rating 5 out of 5]

As far as marketing books for marketing and advertising professionals go, this is the one to read. Got a lot going for it, first of which is the complete lack of fluff that contemporary business books are full of. Concise, well-researched and with a clear train of thought throughout. This pulls together research from the past 5 or even 20 years, and makes the case for why it's not a branding vs performance game, but a game of winning by creating future demand, that can then be converted by then-today's performance marketing into sales. With clear, backed-by-proof data on how share-of-voice, spend, division between branding&performance, market share, ROI, etc, etc, etc.

Highly recommended to anyone involved with marketing, not only the people working in marketing. Personal pick for one of the few truly brilliant and readily applicable business books, alongside Good Strategy / Bad Strategy and a really small handful of others.

[Michael Giordano · Rating 3 out of 5]

i’m ready for my MBA