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Never Always,
Never Never.

Strategic Marketing in an AI World.
By Patrick Gilbert.

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Resources

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Frameworks, references, and bonus content that extend the book's ideas. This library grows over time.

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Reading List

Recommended Reading List

The books, papers, and research cited throughout Never Always, Never Never — organized by chapter.

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Research

Key Research References

Links to the Ehrenberg-Bass, Byron Sharp, Binet & Field, and other research referenced in the book.

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Articles & Talks

Selected articles, keynotes, and interviews that expand on the book's core themes.

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Framework

Strategy Audit Framework

A step-by-step framework for evaluating whether your marketing strategy is built on solid ground or tactical quicksand.

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Template

AI Readiness Assessment

A practical assessment to evaluate your team's readiness to adopt AI tools without losing strategic discipline.

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Framework

Measurement Maturity Model

A framework for moving from last-click attribution to incrementality-based measurement over time.

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Guide

Chapter Discussion Guides

Team discussion questions for each chapter — designed for book clubs, agency teams, and marketing departments.

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