Review of the book "56 Marketing Trends and How to Work with Them" Igor Mann, Dmitry Turusin. A practical guide to modern trends in marketing

The authors don't indulge in lengthy reflections on the beautiful future of marketing — they lay out the tools on the table without sentimentality, but with drive and a hint of wry irony, which can be implemented as early as tomorrow.

However, it's precisely this excessive “practicality” that occasionally causes déjà vu — something similar has been seen in Mann's past works, and sometimes you catch yourself thinking: isn't everything too neatly shelved, hasn't the liveliness of the industry gotten lost behind it?

However, for those who crave not theory but clear step-by-step instructions, this manual will be a breath of fresh air in the stale atmosphere of marketing clichés.

Key Concepts and Their Analysis

Mann and Turusin's book doesn't hesitate to throw at the reader as many as 56 fresh trends, as if pushing a whole supermarket of ideas at a marketer: take it — don't want to, just be able to apply!

The authors with enviable meticulousness list every trick, as if checking off the modern market's to-do list, but they don't limit themselves to dry statement — behind every point, there's an analysis of how to do it really, without rose-colored glasses and marketing populism.

When it comes to changes in audience behavior, Mann and Turusin don't hesitate to call things by their names:

• The consumer has become more demanding
• The consumer has become more capricious
• Old schemes no longer work

It's time to learn to swim in new waters. What's especially convincing is that the advice doesn't hang in the air but is backed up by living stories from domestic business, where numbers and facts inspire trust, not bewilderment.

In the end, the key concepts of the book are not an abstract set of trendy words, but clear pointers that:

• Will lead you to a dead end if ignored
• Will lead you to the desired result if you can grasp the essence and apply it in practice

Who is the book for

This is hardly a read for idle curiosity or for those who hope to find magical recipes for success in one evening - this is a different caliber. Every paragraph literally requires inner work:

• Whether you're a coffee shop owner, fighting for the loyalty of your neighbors
• Or a student, just starting to navigate the intricacies of the market

You're forced not just to read, but to cross-reference with your own experience. There's a clear concern for practitioners - those who daily balance between immediate tasks and long-term strategy.

And at the same time, a newcomer won't get lost: the explanations are detailed, without excessive snobbery, step by step revealing how to ride the wave of change without risking getting drowned in details.

The book seems to be nudging: stop hiding behind excuses, it's time to get into the game for real - and for this, there's a map, a compass, and even a warning about underwater currents.

About the author and his significance in marketing

When it comes to Igor Mann, the image that comes to mind is not only that of a personal brand, but also a kind of living marker of time, who not only observes the evolution of marketing but changes the vector itself.

Dmitry Turusin is not an ivory-tower theorist, but a practitioner who has mastered digital marketing, performance-based approaches, and automation.

Their alliance is not just for the sake of a catchy phrase on the cover, but to enhance the meaning: one pulls towards applied marketing "step by step", the other brings to the surface everything that changes in the market every week. There was no feeling of reading a collection of rewrites from Western blogs - on the contrary, everything smelled of personal experience, pain, mistakes, and revisions.

It's not just two surnames, but two people who are really immersed in the topic and can pull the reader out of the swamp of marketing fog - if, of course, the reader doesn't want to stay there.

The place of the book in modern marketing literature

Against the backdrop of an endless stream of publications, where allegedly "fresh" ideas often turn out to be just a retelling of Western blogs from five years ago, this work stands out like a rare breath of fresh air: here you won't find banal retellings or false promises of "easy wins".

The authors don't chase after trending infopovods, but rather gather truly significant trends, verifying each recommendation for strength and relevance.

While most modern books on the topic slip into barren theorizing or, conversely, a set of disjointed life hacks, here you see a coherent system — as if experienced navigators had charted a course through the turbulent sea of change, not forgetting to provide the reader with a detailed map and compass.

Such balance and practicality are winning: numbers, case studies, industry insights, where the number "56" is not just a pretty number, but a reflection of the real amount of work.

In essence, this is a kind of guiding light for those who are tired of empty talk and want not just to know about trends, but to be able to harness them — without illusions, but also without panic in the face of the pace of change.

Relevance of the publication at the moment

In an era where everything around is changing at a dizzying speed - you can only keep up by updating your tactical arsenal! - such publications become not just a convenient aid, but a real desktop necessity for those who work on the front lines of the market.

• Yesterday's "eternal" tools stop working without warning.
• The book gives you a chance not just to keep up with the changes, but to build work based on proven logic and tested methods.

In conditions where the percentage of unsuccessful marketing launches over the past year is growing, systematization and analysis of the freshest trends become a matter of survival, not just a fashionable trend.

• There is no room for guessing here:
• The authors not only collect data, but also timely filter out outdated approaches.
• They offer specific action scenarios for companies of different calibers.

It is for such accuracy and timeliness that we would like to say a special thank you today - because, to be honest, few people are able to so clearly catch the requests of time and turn them into a working tool.

Fundamental Marketing Concepts

At the very heart of this guide to the modern market lies not a set of beautiful slogans, but a clear and consistent reminder: without a solid understanding of the basic laws of promotion, no amount of trendy embellishments will yield any tangible results.

• Positioning
• Segmentation
• Creating value for the client

The authors repeatedly revisit the key fundamentals, not for the sake of checking boxes, but to ensure that each section serves as a precise map for navigating the market chaos, rather than becoming yet another collection of generic advice.

It is particularly impressive that even in the pursuit of new trends, common sense is not forgotten: the reader is reminded at every step that no fashionable tools can replace the understanding of who the consumer is and why they need you.

In this regard, the book turns into a kind of filter against information noise: it doesn't get bogged down in terminology or substitute fundamental essence with the latest "know-how", but instead persistently and consistently returns to the roots — where real, not imaginary, success is built.

Innovative ideas and modern trends

When you get to the section where authors enthusiastically analyze fresh directions and market trends like a collector, it becomes clear: you're not looking at a catalog of "features for the sake of features," but rather a meticulous analysis of actually working mechanisms that have passed through the sieve of practice.

• Here, you won't be given another "life hack" — instead, under the microscope are:
• neuromarketing
• personalization of offers based on big data
• automation using artificial intelligence

And not in the format of "everyone's running, and I'm running too," but with a cool assessment of risks and clear numbers. It's pleasantly surprising how the authors manage not to slide into a banal enumeration:

• Each trendy approach is not just presented to the reader, but is broken down into pros, cons, and pitfalls that real companies face — without rose-colored glasses and marketing trimmings.

It's especially valuable that behind all these innovations, the main nerve is not lost — why implement another technology if your audience is not ready and doesn't crave change? That's where critical thinking comes in:

• The book doesn't push you to blindly follow the hype, but teaches you to separate the wheat from the chaff so you don't end up among those who, chasing "innovations," fall into the abyss of oblivion.

Applicability of concepts in modern business

The question of how realistic it is to benefit from each of the 56 ideas is not idle: the authors did not limit themselves to a mere retelling of fashionable words, but generously provided each trend with a detailed implementation scheme — essentially, they spoon-fed it.

For example, the section on personalization did not delve into theoretical depths, but provided a tool that (with at least Excel and minimal discipline) can be implemented in both small businesses and large retail.

It's as if Mann and Turusin took you by the hand and walked you through the minefield of real business: they explained where to spend the budget, and where — only time and nerves.

In conditions where the marketing landscape is changing, it seems, faster than you can finish your coffee, such a pragmatic approach really saves from chaos and pointless waste.

But there's a catch — not every business can immediately apply all 56 trends; sometimes you have to choose what's feasible and what's only for large market sharks.

Case studies and examples from real business

It must be said that the authors were generous with real-life examples: every page features specific stories where not abstract corporations, but quite recognizable companies — from regional online stores to federal chains — implemented the proposed tools and achieved measurable results.

• Honesty and down-to-earth presentation inspire respect and trust — you read and understand that behind these tips is not promotional fog, but real bumps gained from practice.
• Unsuccessful experiments and failed automation attempts show that the authors are not shy about sharing honest conclusions about what didn't work and why.
• Sometimes individual examples look like they're tailored to fit the right trend, and it's not always clear whether the authors had enough time for in-depth analysis or they simply cleverly picked successful cases to illustrate the desired idea.

Strengths of the publication

The most notable advantage of this book is its uncompromising straightforwardness and ability not only to break down trends into components, but also to examine them under a microscope, without hiding rough edges or underlying currents.

• The reader is not led by the nose with enthusiastic slogans; on the contrary, the authors ruthlessly dissect the mechanisms of failures and successes.
• Each chapter is accompanied by factual data that makes one wonder: is everything really as rosy in practice?
• When you come across specific numbers, response dynamics, and changes in client behavior on the pages, you feel that you're not reading a collection of marketing tales, but a workbook with margin notes.
• As you read, you can't help but take note of details: what worked, what went awry, and where exceptional perseverance and painstaking process refinement were required.

This honest, sometimes even uncompromising manner of presenting material turns the book into a genuine guide for those who are tired of toothless advice and crave real, "live" first-hand experience.

Critical Analysis

However, such a fresh and honest approach is not without its rough edges: at times, it feels like the authors got carried away with being encyclopedic, turning sections into a kind of "catalog" without sufficient depth on each point.

• Lists of recommendations are practical, no argument there, but sometimes they feel like checklists from corporate training sessions.
• Behind the facade of concreteness, the living fabric of context gets lost.
• Some trends are presented at such a pace that you don't have time to grasp their real significance.
• Surprisingly, amidst convincing case studies and analyses, there are moments when complex topics are condensed into a couple of paragraphs — and here you don't want to bookmark, but rather ask the authors directly: where are the details?

And yet, this shortcoming rather highlights the book's virtues than overshadows them, because even in the sparse sections, you can sense the personal experience and the desire not to indulge the reader, but to make them use their brains and dig to the essence themselves.

Tools and techniques for practical use

In the practical part, the authors generously share tools - from algorithms for setting up guerrilla advertising campaigns to detailed instructions on audience segmentation through modern digital services.

• Tables, diagrams, implementation examples - everything seems to be in place, and even a novice can try to implement the recommendations on their site tomorrow.
• However, it is here that duality slips through: the tools are often built on the principle of "quick start", but without a sufficient amount of explanation and nuances, which can play a cruel joke on those who are used to digging deeper.
• For example, the section on hyper-personalization comes down to a couple of checklists, and the scalability of digital strategies is blurred in the general flow of advice, where an experienced specialist has nothing to latch onto.
• It is worth noting the value of these techniques for those who value speed, conciseness, and structure - in an era when there is less and less time for long deliberation, such an approach can become a lifeline for practitioners who need to act here and now, not philosophize.

Popularity of the real edition

The popularity of this book is not a fake "sales bomb" with a bestseller label from marketers for marketers, but a rare case when the content really went to the people: "56 marketing trends and how to work with them" without unnecessary noise settled in the reading lists and notes of digital specialists, outsourced marketers and business owners who are tired of re-singing the "old school".

In the first weeks after release - July 2025 - the publication immediately surfaced in MyBook selections and publishing newsletters, went through chats, and filled up stories. Not because of hype - because of the content. People started sharing specifics: "here, clearly on the shelves", "finally without water", "really useful".

But, to be honest, we would like a little more - live numbers, examples tied to Russian realities, more cash flow, fewer postulates. The book partially provides this, but not to the extent that it can be called a "desktop" one. Nevertheless, the market reaction is honest: the book is well-known, cited, used, and therefore - it has done its job.

Other works by the author

If you look back at Mann's previous works, it becomes clearer why the fresh publication caused such a stir: the author has long since learned to speak to the audience in their language, without slipping into banal moralizing or dry theory.

• Recalling his "Marketing on 100%" or "Without a budget", it's hard not to note the ability to break down complex processes into simple components, without tiring the reader with unnecessary details.
• Each edition is not just a collection of tips, but a carefully selected arsenal for those who value time and results.
• Today, the public is waiting for exactly such "pocket" navigators that can be browsed in an evening and immediately put into practice.

Comparison with other works by the author

Comparing "56 Marketing Trends" with Igor Mann's previous works, one cannot help but notice his trademark thoroughness and pedantry — it's still top-notch, but what's surprising is that the author seems to have shed the heavy backpack of academicism and allowed himself more live pragmatism.

• Less bureaucracy, more practical benefits
• The pages are full of specific advice, not just general phrases
• 56 trends, 56 ways to implement them, without fluff or lyrics

If we talk about Dmitry Turusin, his previous texts and presentations were characterized by technical density — he usually doesn't indulge in general philosophical generalizations. In this book, probably due to the genre's requirements, he toned down his "digital sharpness" a bit, making the text more accessible but also slightly less thrilling.

Unlike previous monographs, where business examples looked like strict templates to follow, here the authors are not afraid to show the rough edges of reality, offering readers not only a fish but also the opportunity to craft their own net.

This shift is clearly beneficial for practitioners who are used to dry "Mann-style" instructions — now the material is closer and more understandable, and the authors seem to have finally heard the audience's request for live, working marketing, not just conceptual rigor.

Similar literature by other authors

Among modern publications dedicated to promotion and search for new growth points, the fresh work by Mann and Turusin is noticeably ahead, although the competition here is fierce.

• Take, for example, “Express Marketing. Fast, Concrete, Profitable” by A. Levitas
• Or “Marketing on 100%” by Mann himself

These books have long been popular among Russian entrepreneurs, but upon closer inspection, they start to lose in terms of the density of ideas and relevance of recommendations.

• When Levitas spends half a chapter explaining long-known techniques
• And even Kotler's latest works don't give the impression that his advice can be implemented immediately

Mann and Turusin don't give the reader time for boredom or reflection — they make you grab the tools and test them in practice.

This doesn't mean that other authors didn't try: it's just that here you can feel a different level of requirements for the content.

• Practice, not theoretical chewing
• Real scenarios, not generalized schemes

As a result, against the general background, the book doesn't look like just another “collection of fashionable ideas”, but rather a working tool for those who are not willing to waste hours — and this is, perhaps, the main criterion by which it outruns its competitors on the turn.