Expert Marketeer Magazine by Expert Marketeer

EXPERT ARKETEER EXPERTMMARKETEER Quarterly Magazine of Expert Marketeer - Q3 - 2012 - www.expertmarketeer.com

DISCUSSION FORUM

ADVISORY BOARD

INSPIRE

BOOKS

In partnership with:

P RO F E S S I O NAL

CONTENT

INTRO

YOUNG TALENT PROGRAMME 4. ‘The Power of Unpopular’ A Guide to Building Your Brand for the Audience Who Will Love You

DEFA CHO ULT ICE

4. ‘Velocity’ The Seven New Laws for a World Gone Digital 5. ‘Happy Customers Everywhere’ How Your Business Can Profit from the Insights of Positive Psychology 5. ‘The Shopper Economy’ The New Way to Achieve Marketplace Success by Turning Behavior into Currency 5. ‘Destination Branding for Small Cities’ The Essentials for Successful Place Branding 6

PROFESSIONAL PROGRAMME 6. ‘Enchantment’ The Art of Changing Hearts, Minds, and Actions

DEFA CHO ULT ICE

7. ‘Precision Marketing’ Maximizing Revenue Through Relevance 7. ‘Reverse Innovation’ Create Far From Home, Win Everywhere 8. ‘Seducing the Subconscious’ The Psychology of Emotional Influence in Advertising 8. ‘Smart Customers, Stupid Companies’ Why Only Intelligent Companies Will Thrive, and How To Be One of Them 9

EXECUTIVE PROGRAMME 9. ‘The Wide Lens’ A New Strategy for Innovation

DEFA CHO ULT ICE

10. ‘Advertising’ for People Who Don’t Like Advertising 10. ‘All Eyes East’ Lessons from the Front Lines of Marketing to China’s Youth 11. ‘Culturematic’ How ... Will Help You Create and Execute Breakthrough Ideas 11. ‘The Intention Economy’ When Customers Take Charge 12

WHAT’S NEXT?

EXPERT MARKETEER

P RO F E S S I O NAL

INTRO

Dear Marketer, welcome to this issue of the Expert Marketeer Magazine, the quarterly Magazine for the members of Expert Marketeer. We wish you inspiring reading and welcome your book choice before July 31st. Unless, of course, you accept our Advisory Board’s default choice for your programme. Thanks for your interest and for the members of Stichting Marketing: looking forward to welcome you as a new member. Ward Vandorpe Director Brand & Soul, Belgium & UK Director Expert Marketeer

“Business moves so fast today that you need to keep constantly re-evaluating what to keep and what to completely re-invent. Keeping track of how others are thinking won’t make these decisions for you - but at least it will provoke & challenge your point of view. Welcome.

”

Andy Weston-Webb Former President Snackfood Europe at Mars, UK Advisor Expert Marketeer

Expert Marketeer is founded to provide an easy way for marketers to keep up to date with current theories, practices, and evolutionary communication techniques which are breaking ground as we speak. It is the mission of Expert Marketeer to inspire marketers to evolve with our changing world through knowledge that comes from the written word Welcome.. Marc Van de Perre Managing Partner Interface Marketing, President Stichting Marketing, Belgium Advisor Expert Marketeer

“Reading the latest marketing books is like having a conversation with the profession’s best minds. Being part of that conversation is essential, if you want to sharpen your thinking and improve your practice.” Welcome. Ezri Carlebach Director of Communications and Research for Lifelong Learning, UK Advisor Expert Marketeer

Expert Marketeer integrates the advantages of a book club and a book discussion club in a unique knowledge platform for professional marketers worldwide. As a member you will not only receive quarterly a professional marketing book, you will also join the member-exclusive Forum of Expert Marketeer where you will participate in discussions with like minded marketers, Expert Marketeer’s Senior Advisory Board and the renowned authors of the respective books. Welcome. Marc Michils CEO Saatchi & Saatchi Brussels, Belgium Advisor Expert Marketeer

“A passionate marketing professional needs constant stimulation to accomplish his own success stories. Reading provides a great access to insights, thought processes and business cases that can be inspiring to generate your own next competitive advantage.” Welcome. Bernard Kreilmann President & CEO of Ferrero USA Inc., USA Advisor Expert Marketeer Interested? Read on and enjoy this Magazine. The back cover tells you how to join. Welcome. Belen Ordas Managing Director Pepper Consulting, Belgium Advisor Expert Marketeer

EXPERT MARKETEER

Y O U N G TA L E N T

YOUNG TALENT PROGRAMME Designed primarily for young graduates and start-out marketing professionals who want to explore marketing in more detail. There’s an emphasis on the practical marketing approaches which advances you past the theoretical marketing books promoted in college or university courses. Content of the Young Talent Programme • 4 practical marketing books a year. • 4 Magazines - one every quarter to make your personal book selection from the offer in the Young Talent Programme. • Forum access to the Young Talent Programme to discuss content of books with likewise marketers worldwide.

The Power of Unpopular A Guide to Building Your Brand for the Audience Who Will Love Youu

DEFA CHO ULT ICE

Erika Napoletano 224 pages April 2012 Every successful brand in history is inherently unpopular with a specific demographic. Somewhere along the way, people felt they had to be popular in order to be successful, when in fact, the opposite is true. The brands playing in the space you want to dominate have already figured out the inherent power of being unpopular. In The Power of Unpopular, you’ll discover the difference between flash-in-the-pan brand tactics and those designed to place you miles above the competition. Erika Napoletano’s irreverent yet never insincere tone takes readers on a colloquial and actionable journey, producing concepts that readers can immediately graft onto their existing business strategies. Complete with case studies of businesses from across the country, this is the book that couples theory with practice, creating pathways for business owners of any size and age. Change the way you do business and live your life—become unpopular.

Erika Napoletano was never the prom queen, but that’s never stopped her from doing whatever the hell she set her mind to. She’s the Head Redhead at RHW Media, a digital strategies consultancy based in Denver, Colorado. The voice behind RedheadWriting.com (a destination for unpopular thoughts and blunt advice), she’s also a columnist for Entrepreneur magazine and was recognized by both the Denver Post and 5280 magazine as one of Colorado’s top Twitter personalities.

READ MORE: CHECK OUR WEBSITE

Velocity The Seven New Laws for a World Gone Digital Ajaz Ahmed, Stefan Olander 272 pages May 2012 A highly perceptive manifesto for entrepreneurs, leaders, and managers from the vice president of digital sport at Nike and the founder of legendary innovation agency AKQA. With an exclusive introduction by Sir Richard Branson. Written as a fascinating and enjoyable conversation between the authors – Stefan Olander, Vice President of Digital Sport from Nike and Ajaz Ahmed founder and Chairman AKQA – Velocity’s up-to-date examples illustrate key lessons, together with insights, ideas and inspiration that individuals and businesses should adopt to thrive. Velocity shares the vision and values required to succeed with the untold backstories to influential and iconic innovation. Fast paced, useful, provocative and highly motivating, Velocity will arm you with actionable ideas to define your future. Ajaz Ahmed is the founder and chairman of AKQA, the world’s largest independent innovation agency. Stefan Olander is the vice-president of digital sport at Nike and one of the world’s leading digital innovators. Stefan has led many of Nike’s most cutting-edge initiatives, including the revolutionary Nike+ experience developed in partnership with Apple. Sir Richard Branson is best known for his Virgin Group of more than 400 companies.

READ MORE: CHECK OUR WEBSITE

EXPERT MARKETEER

Y O U N G TA L E N T

Happy Customers Everywhere How Your Business Can Profit from the Insights of Positive Psychology Bernd Schmitt, Glenn Van Zutphen 256 pages May 2012 The best customer for any business is a content customer. The happy customer returns again and again, brings his friends and relatives, and their loyalty becomes a marketing platform of its own. But growing a loyal base is challenging, and what works brilliantly for one company might backfire on another. Over the last ten years, however, researchers and psychologists have begun to measure customer happiness in a meaningful way for the first time, and in this revealing look at the power of positive psychology Columbia business professor Bernd Schmitt explores how marketers and brand managers can harness customer experience through a three-pronged approach. Schmitt shows marketers and brand managers how to determine which of these best fits their company and how to turn this insight into an authentic and successful campaign that will reach, grow, and sustain a loyal base of customers. Bernd Schmitt Robert D. Calkins Professor International Business at Columbia University, USA, the Director of the Center on Global Brand Leadership, and CEO of the EX Group. He is a frequent keynote speaker at conferences worldwide.

READ MORE: CHECK OUR WEBSITE

The Shopper Economy The New Way to Achieve Marketplace Success by Turning Behavior into Currency Liz Crawford 288 pages June 2012 90% of shoppers say they know what theyâ&#x20AC;&#x2122;ll buy before getting to the store, and 75% say they are smarter shoppers than they were a year ago. Why? Technology advancements and the recession induced value shopping has dramatically changed how shoppers make their buying decisions. In the Shopper Economy, Liz Crawford does an exceptional job of diagnosing the changing landscape and more importantly, simply and clearly articulating the implications and tangible opportunities for marketers. Liz Crawford is Senior Vice President, Strategy for Mars Advertising. She brings over 20 years in brand management and consulting experience with a concentration in innovation and new product development. Over the last several years, Liz has been creating future-forward white papers and presentations for clients, as well as custom scenarios.

READ MORE: CHECK OUR WEBSITE

Destination Branding for Small Cities The Essentials for Successful Place Branding Bill Baker 208 pages May 2012 In his second book, Bill Baker again skillfully cuts through the theory, advertising-speak and branding jargon to simplify and clarify the practice of branding small cities for improved tourism and economic development. This mustread primer demystifies branding, shows how to uncover your most potent brand platform, and provides real world examples, as well as affordable, proven tools, templates and checklists to help breathe life into a small city brand. Baker s writing style has been described as engagingly direct and to the point, and his books are recommended as essential reading for anyone involved in the study or implementation of city and destination branding. Bill Baker, President of Total Destination Marketing, is recognized internationally for his pioneer work in branding places of all sizes, from nations to small cities. He has more than 30 years destination branding and marketing experience in 25 countries and has been directly involved in some of the most respected and successful place branding campaigns in the USA, Europe and Australia.

READ MORE: CHECK OUR WEBSITE

EXPERT MARKETEER

P RO F E S S I O NAL

PROFESSIONAL PROGRAMME Designed for all professional marketers with a solid experience, working in an agency (advertising, research, design, PR, media, consultancy,...) or in-house (all industry sectors) with responsibilities covering any or all aspects of marketing. Content of the Professional Programme • 4 strategic marketing books a year. • 4 Magazines - one every quarter to make your personal book selection from the offer in the Professional Programme. • Forum access to the Professional and the Young Talent Programme to discuss content of books with professional marketers worldwide with active involvement of our Senior Advisory Board.

Enchantment The Art of Changing Hearts, Minds, and Actions

DEFA CHO ULT ICE

Guy Kawasaki 211 pages March 2012

Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes the skeptics and cynics into the believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it’s more powerful than traditional persuasion, influence, or marketing techniques. Kawasaki argues that in business and personal interactions, your goal is not merely to get what you want but to bring about a voluntary, enduring, and delightful change in other people. By enlisting their own goals and desires, by being likable and trustworthy, and by framing a cause that others can embrace, you can change hearts, minds, and actions. For instance, enchantment is what enabled . . . * A Peace Corps volunteer to finesse a potentially violent confrontation with armed guerrillas. * A small cable channel (E!) to win the TV broadcast rights to radio superstar Howard Stern. * A seemingly crazy new running shoe (Vibram Five Fingers) to methodically build a passionate customer base. * A Canadian crystal maker (Nova Scotian Crystal) to turn observers into buyers. This book explains all the tactics you need to prepare and launch an enchantment campaign; to get the most from both push and pull technologies; and to enchant your customers, your employees, and even your boss. It shows how enchantment can turn difficult decisions your way, at times when intangibles mean more than hard facts. It will help you overcome other people’s entrenched habits and defy the not-always-wise “wisdom of the crowd.” Kawasaki’s lessons are drawn from his tenure at one of the most enchanting organizations of all time, Apple, as well as his decades of experience as an entrepreneur and venture capitalist. There are few people in the world more qualified to teach you how to enchant people.

“It shows how enchantment

As Kawasaki writes, “Want to change the world? Change caterpillars into butterflies? This takes more than run-of-the-mill relationships. You need to convince people to dream the same dream that you do.” That’s a big goal, but one that’s possible for all of us.

can turn difficult decisions your way, at times when intangibles mean more than hard facts

”

Guy Kawasaki is the author of Enchantment: The Art of Changing Hearts, Minds, and Actions He is also the co-founder of Alltop.com, an “online magazine rack” of popular topics on the web, and a founding partner at Garage Technology Ventures. Previously, he was the chief evangelist of Apple. Kawasaki is the author of nine other books including Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

READ MORE: CHECK OUR WEBSITE

EXPERT MARKETEER

P RO F E S S I O NAL

Precision Marketing Maximizing Revenue Through Relevance Sandra Zoratti, Lee Gallagher 224 Pages May 2012

“develop the perspectives,

Marketers around the globe are recognising that increasing customization and precision is critical to their commercial success. Rather than devoting marketing budgets to mass campaigns, precision marketers are mining customer data for predispositions and propensities to spend in order to target buyers in sophisticated ways, with all communications targeted and relevant to each and every individual recipient. Precision Marketing will help you to develop the perspectives, capabilities and skills necessary to deliver more powerful marketing results. Drawing on case studies from companies such as Fiat, Amazon, Tesco and ING, Precision Marketing shows how today’s leading performers are beginning to recognize, identify and capitalize on many of the concepts of precision marketing to set themselves apart and reach a whole new level of growth.

capabilities and skills necessary to deliver more powerful marketing results

”

Sandra Zoratti is Vice President, Global Marketing Solutions at InfoPrint Solutions, a Ricoh Company. She is recognized as a thought leader in the area of precision marketing - a data-driven marketing approach that produces highly targeted, relevant customer content. Lee Gallagher is Director of Precision Marketing and Sales for InfoPrint Solutions, with extensive experience in the hospitality,retail and distribution industries.

READ MORE: CHECK OUR WEBSITE

Reverse Innovation Create Far From Home, Win Everywhere

Vijay Govindarajan, Chris Trimble 256 pages April 2012

New York Times, Wall Street Journal, USA Today, Amazon and Barnes & Noble Bestseller. The gap between rich nations and emerging economies is closing. As a result, the global dynamics of innovation are changing. No longer will innovations traverse the globe in only one direction, from developed nations to developing ones. They will also flow in reverse. Authors Vijay Govindarajan and Chris Trimble of the Tuck School of Business at Dartmouth explain where, when, and why reverse innovation is on the rise, and why the implications are so profound--for nations, for companies, and for individuals. The authors focus in particular on a traditional pillar of rich-world economic vitality: successful and long-established multinational corporations. All are now seeking explosive growth in emerging economies, and all must learn new tricks in order to succeed. “Reverse Innovation” shows leaders and senior managers how to make innovation in emerging markets happen, and how such innovations can unlock opportunities throughout the world. The book highlights the tribulations and triumphs of some of the world’s leading companies (including GE, Deere & Company, P&G, and PepsiCo), illustrating exactly what works and what does not. The new reality is that the future lies far from home. Whether you are a CEO, financier, strategist, marketer, scientist, engineer, national policymaker, or even a student forming your career aspirations, reverse innovation is a phenomenon you need to understand. This book will help you do that. Vijay Govindarajan is the Earl C. Daum 1924 Professor of International Business at the Tuck School of Business at Dartmouth College, and the first Professor-in-Residence and Chief Innovation Consultant at General Electric. He ranked third in the recent Thinkers 50 list of the greatest management thinkers in the world. Chris Trimble, a well-known innovation speaker and consultant, is also on the faculty at Tuck.

READ MORE: CHECK OUR WEBSITE

EXPERT MARKETEER

P RO F E S S I O NAL

Seducing the Subconscious The Psychology of Emotional Influence in Advertising Robert Heath 264 pages March 2012

A must-read for anyone intrigued by the role and influence of the ad world, Seducing the Subconscious explores the complexities of our relationship to advertising. Robert Heath uses approaches from experimental psychology and cognitive neuroscience to outline his theory of the subconscious influence of advertising in its audience’s lives. In addition to looking at ads’ influence on consumers, Heath also addresses how advertising is evolving, noting especially the ethical implications of its development. Supported by current research, Seducing the Subconscious shows us just how strange and complicated our relationship is with the ads we see every day.

“A must-read for anyone intrigued by the role and influence of the ad world

”

Dr. Robert Heath has a worldwide reputation as an expert in the role of emotion and attention in the field of brand communication. In 2001 he developed the Low Attention Processing Model of advertising, after which he published the best-selling monograph The Hidden Power of Advertising. His published research has garnered him major prizes, including the dual award of the MRS David Winton and ISBA Prizes. Dr. Heath is a Senior Lecturer in Advertising at University of Bath School of Management and a Board Member of the Wharton Global Future of Advertising Project.

READ MORE: CHECK OUR WEBSITE

Smart Customers, Stupid Companies Why Only Intelligent Companies Will Thrive, and How To Be One of Them Michael Hinshaw, Bruce Kasanoff 200 pages May 2012

“This is a real page-turner! Hinshaw and Kasanoff provide a quick and thrilling tour of the immediate future of business. So read it and heed it, folks, because it just doesn’t come any more direct or compelling than this!” -- Don Peppers and Martha Rogers, Ph.D., authors of EXTREME TRUST: Honesty as a Competitive Advantage Last decade, companies strove to be great. Now they need to act as smart as the customers they wish to serve. Why? Because acting dumber than your customers is not a sustainable business model. This visually arresting book not only challenges business leaders to profit from the wave of disruptive innovation making customers smarter, but it also presents an actionable five-step plan for doing just that. Hinshaw and Kasanoff explain that disruptive innovation is “already providing individuals with tools more advanced, in many cases, than the most sophisticated commercial enterprises had just five years ago,” and argue that “established firms will need to reinvent themselves and disrupt their own industries to stay alive.” A successful entrepreneur, executive and teacher, Michael Hinshaw has spent his career integrating creativity and business strategy to improve how companies think about, connect with, and serve their customers. His unique blend of strategic thinking and design innovation helps companies - from fast-growth market leaders to the Fortune 100 - drive significant value by transforming customer interactions and the processes that support them. Bruce Kasanoff is a speaker, author and business strategist who helps companies profit from disruptive forces, rather than fall victim to them. The Chartered Institute of Marketing - the largest organization of marketing professionals in the world - cited Bruce among their inaugural listing of the 50 most influential thinkers in marketing and business today. He likes to think of himself as one of the more creative Wharton MBAs you are likely to meet.

READ MORE: CHECK OUR WEBSITE

EXPERT MARKETEER

EXEC UTIVE

EXECUTIVE PROGRAMME The Executive Programme is designed for top level marketers in senior management roles such as CEO, President, Vice President or Director. Expert Marketeer Executive will cover general management topics but always with an ephasis/inclination to marketing. Content of the Executive Programme • 4 marketing management books a year. • 4 Magazines - one every quarter to make your personal book selection from the offer in the Executive Programme. • Forum access to the Executive, Professional and Young Talent Programme to discuss content of books with senior managers worldwide, involvement of our Senior Advisory Board and participation of the respective book authors.

The Wide Lens A New Strategy for Innovation

DEFA CHO ULT ICE

Ron Adner 288 pages April 2012

How can great companies do everything right - identify real customer needs, deliver excellent innovations, beat their competitors to market - and still fail? The sad truth is that many companies fail because they focus too intensely on their own innovations, and then neglect the innovation ecosystems on which their success depends. In our increasingly interdependent world, winning requires more than just delivering on your own promises. It means ensuring that a host of partners -some visible, some hiddendeliver on their promises, too. In The Wide Lens, innovation expert Ron Adner draws on over a decade of research and field testing to take you on far ranging journeys from Kenya to California, from transport to telecommunications, to reveal the hidden structure of success in a world of interdependence.

“In our increasingly interdependent world, winning requires more than just delivering on your own promises

A riveting study that offers a new perspective on triumphs like Amazon’s e-book strategy and Apple’s path to market dominance; monumental failures like Michelin with run-flat tires and Pfizer with inhalable insulin; and still unresolved issues like electric cars and electronic health records, The Wide Lens offers a powerful new set of frameworks and tools that will multiply your odds of innovation success. The Wide Lens will change the way you see, the way you think - and the way you win.

”

Ron Adner is an award-winning professor of strategy at the Tuck School. His research and teaching focus on innovation, strategy, and entrepreneurship. His work introduces a new perspective on the relationship among firms, customers, and the broader “innovation ecosystems” in which they interact to create value. Professor Adner is a speaker and consultant to companies around the world. He is an accomplished teacher who was recognized in 2011 with the Tuck School’s inaugural Award for Teaching Excellence for his courses on innovation strategy. Prior to joining the Tuck faculty, he taught at INSEAD where he was honored with the Outstanding Teacher award five times (2000, 2002, 2003, 2004, 2005).

READ MORE: CHECK OUR WEBSITE

EXPERT MARKETEER

EXEC UTIVE

Advertising for People Who Don’t Like Advertising Kessels Kramer 240 pages May 2012 This is a book by a company that dislikes advertising as much as anyone. Nevertheless, it makes adverts. It has worked with global brands to produce fashion collections and promoted a town with a mass wedding. It creates advertising with more human, truthful communications. The company’s name is KesselsKramer. This book describes how to make something you like out of something you don’t. As well as drawing on its own experiences, KesselsKramer listens and learns from those who doubt the advertising industry. Stefan Sagmeister explains how quitting work makes you better at working; Hans Aarsman discusses authenticity in image-making; and Alex Bogusky looks at ways to help capitalism grow up. Advertising for People Who Don’t Like Advertising is partly a creative handbook and partly an attempt to make the world a very slightly better place. It’s intended for anyone who has ever hated a web banner or zapped an ad break.

“This book describes how to

make something you like out of something you don’t

”

KesselsKramer is an international communications agency based in Amsterdam, The Netherlands. It has been responsible for creating a range of very diverse work in a variety of media. Campaigns include highly creative work for Nike, Audi, Levi’s, J&B, the Hans Brinker Budget Hotel, Diesel and Unilever. As well as advertising, KesselsKramer develops projects for its own imprint, KesselsKramer Publishing, and in 2008 set up London’s KK Outlet which combines a communications agency, gallery space and shop.

READ MORE: CHECK OUR WEBSITE

All Eyes East Lessons from the Front Lines of Marketing to China’s Youth

Mary Bergstrom 256 pages April 2012 The allure of the world’s fastest growing economy and largest population is undeniable; global companies crowd into the mainland in search of salvation to offset markets that have peaked or are in decline. China’s youth population is composed of 500 million under the age of 30 and is poised to play a vital role in the global economy. Until now, no one has focused on this powerful group and the strategies that succeed with them. Born under the one-child policy into a newly opened economy, Chinese youth are consumer pioneers almost by birthright. Backed by two parents and four grandparents, they are positioned to consume new cars, luxury products, and real estate much earlier than their foreign peers. It is youth’s accumulation of power that will catapult China to become the number one consumer market across too many categories to list. In All Eyes East, author Mary Bergstrom shares years of experience studying youth and helping companies understand and better target young audiences in China. She guides readers through the stories behind the headlines to reveal the unique way that Chinese youth look at themselves and the world. Along the way, she deciphers key issues such as the phenomenon of assigning new generations every ten years (or less), the meaning and manifestations of subcultures, and the new order that has emerged as a result of the country’s dramatic gender imbalance. Mary Bergstrom Founder of Bergstrom Trends, an insights and trends consultancy helping marketers understand and connect with Chinese consumers. She has been featured on NPR’s Marketplace; ABC News; The Wall Street Journal and Women’s Wear Daily.

READ MORE: CHECK OUR WEBSITE

EXPERT MARKETEER

EXEC UTIVE

Culturematic How ... Will Help You Create and Execute Breakthrough Ideas Grant McCracken 304 pages May 2012 Welcome to Culturematic. A Culturematic is a little machine for making culture. It’s an ingenuity engine. Once wound up and released, the Culturematic acts as a probe into the often-alien world of contemporary culture, to test the atmosphere, to see what life it can sustain, to see who responds and how. Culturematics start small but can scale up ferociously, bootstrapping themselves as they go. Because they are so inexpensive, we can afford to fire off a multitude of Culturematics simultaneously. This is evolutionary strategy, iterative innovation, and rapid prototyping all at once. Culturematics are fast, cheap, and out of control. Perhaps as important, they fail early and often. They are the perfect antidote to a world where we cannot guess what’s coming next. In “Culturematic,” anthropologist Grant McCracken describes these little machines and helps the reader master them. Examples are drawn from NFL Films, Twitter, the Apple Genius Bar, Starbucks, Ford, SNL Digital Shorts, Restoration Hardware, UNICEF, J. Crew, Pie Lab, USA Network, and the GEICO gecko. For the traditional producers of culture--the creators of movies, design, advertising, publishing, magazines, newspapers, and corporate R&D--this book will inspire new innovation and creativity. For the emerging producers of culture--the digital players--this book will serve as a practical handbook. “Culturematic”: our app for creating the world anew.

“the Culturematic acts as a

probe into the often-alien world of contemporary culture

”

Grant McCracken is a research affiliate at MIT and the author of Chief Culture Officer. His most recent book is Culturematic.

READ MORE: CHECK OUR WEBSITE

The Intention Economy When Customers Take Charge Doc Searls 320 pages May 2012 While marketers look for more ways to get personal with customers, including new tricks with “big data,” customers are about to get personal in their own ways, with their own tools. Soon consumers will be able to: (1) Control the flow and use of personal data, (2) Build their own loyalty programs, (3) Dictate their own terms of service, and (4)Tell whole markets what they want, how they want it, where and when they should be able to get it, and how much it should cost. And they will do all of this outside of any one vendor’s silo. This new landscape we’re entering is what Doc Searls calls “The Intention Economy”--one in which demand will drive supply far more directly, efficiently, and compellingly than ever before. In this book he describes an economy driven by consumer intent, where vendors must respond to the actual intentions of customers instead of vying for the attention of many. New customer tools will provide the engine, with VRM (Vendor Relationship Management) providing the consumer counterpart to vendors’ CRM (Customer Relationship Management) systems. For example, imagine being able to change your address once for every company you deal with, or combining services from multiple companies in real time, in your own ways--all while keeping an auditable accounting of every one of your interactions in the marketplace. These tantalizing possibilities and many others are introduced in this book. As customers become more independent and powerful, and the Intention Economy emerges, only vendors and organizations that are ready for the change will survive, and thrive. Where do you stand? Doc Searls is senior editor of Linux Journal, coauthor of The Cluetrain Manifesto, and one of the world’s most widely read bloggers. In The World is Flat, Thomas L. Friedman calls him “one of the most respected technology writers in America.” Searls is a fellow at the Center for Information Technology & Society (CITS) at the University of California, Santa Barbara, and an alumnus fellow at the Berkman Center for Internet & Society at Harvard University, where he continues to run ProjectVRM.

READ MORE: CHECK OUR WEBSITE

EXPERT MARKETEER

P RO F E S S I O NAL

WHATâ&#x20AC;&#x2122;S NEXT? You are a member -> Let us know your personal book choice Go to www.expertmarketeer.com and log in with your username and password. Once you are logged in, go to My Account and select membership panel. Select your programme and you will see the option to order one of the books in your programme. Contact us at info@expertmarketeer.com in case you have any questions.

Young Talent Programme o The Power of Unpopular - Erika Napoletano

DEFA CHO ULT ICE

o Velocity - Ajaz Ahmed, Stefan Olander o Happy Customers Everywhere - Bernd Schmitt, Glenn Van Zutphen o The Shopper Economy - Liz Crawford o Destination Branding for Small Cities - Bill Baker

Professional Programme DEFA CHO ULT ICE

o Enchantment - Guy Kawasaki

o Precision Marketing - Sandra Zoratti, Lee Gallagher o Reverse Innovation - Vijay Govindarajan, Chris Trimble o Seducing the Subconscious - Robert Heath o Smart Customers, Stupid Companies - Michael Hinshaw, Bruce Kasanoff

Executive Programme e o The Wide Lens - Ron Adner

DEFA CHO ULT ICE

o Advertising - Kessels Kramer o All Eyes East - Mary Bergstrom o Culturematic - Grant McCracken o The Intention Economy - Doc Searls

ETEER EXPERT MARKETEER

P RO F E S S I O NAL

What’s next? You are not a member yet -> Subscribe to Expert Marketeer Go to www.expertmarketeer.com and select the main menu ‘Subscribe’. Contact us at info@expertmarketeer.com in case you have any questions.

Expert Marketeer Expert Marketeer is a professional provider of reading material for the marketing field. On a quarterly basis, a selection of the latest marketing books is recommended by our Advisory Board. All books are carefully selected from the worldwide offer to ensure that they enhance the reader’s understanding and expertise in different specific marketing disciplines during the time of a membership. Members automatically join the online discussion forum hosted at www.expertmarketeer.com which is moderated by a member of Expert Marketeer’s Advisory Board. This advisory Board comprises senior marketing executives from across the world. The discussion forum allows members to share their views and interpretations of the book’s content and discover ways to put new learning into practice. Membership of Expert Marketeer is available at three levels, all of which provide a quarterly reading and discussion programme: •Expert Marketeer Young Talent, for young graduates and those starting out in their careers in marketing •Expert Marketeer Professional, aimed at people with solid agency, client-side or consultancy experience to • Expert Marketeer Executive, for top level marketers, primarily covering general management topics with a marketing bias.

Young Talent Programme

Professional Programme

Exe Executive Programme

Quarterly Subscription

# marketing books /year

# Magazines/year

195

365

495

Forum access to Young Talent Programme Forum access to Professional Programme Forum access to Executive Programme Participation of Advisory Board in forum Participation of Authors in forum Cost in euro/year

EXPERT MARKETEER

P RO F E S S I O NAL

subscribe now*

and receive a FREE READING LIGHT

(*) before Ju ly 3 1 st

EXPERT MARKETEER EXPERT MARKETEER