Expert Marketeer Q1 2012 by Expert Marketeer

EXPERT ARKETEER EXPERTMMARKETEER Quarterly Magazine of Expert Marketeer - Q1 - 2012 - www.expertmarketeer.com

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CONTENT

INTRO

YOUNG TALENT PROGRAMME 4. ‘Brand Like a Rock Star’ Lessons from Rock ‘n’ Roll to Make Your Business Rich & Famous

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4. ‘The Power of foursquare’ 7 Innovative Ways to Get Customers to Check In Wherever They Are 5. ‘Steal These Ideas!’ Marketing Secrets That Will Make You a Star 5. ‘Where Good Ideas Come From’ The Seven Patterns of Innovation 5. ‘Brand Turnaround’ How Brands Gone Bad Returned to Glory 6

PROFESSIONAL PROGRAMME 6. ‘What Would Steve Jobs Do?’ How the Steve Jobs Way Can Inspire Anyone to Think Differently and Win

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7. ‘Commusication’ From Pavlov’s Dog to Sound Branding 7. ‘Social Media Analytics’ Effective Tools for Building, Interpreting, and Using Metrics 8. ‘Value-Based Pricing’ Drive Sales and Boost Your Bottom Line by Creating, Communicating and Capturing Customer Value 8. ‘Spending Advertising Money in the Digital Age’ How to Navigate the Media Flow 9. ‘Shift’ How to Reinvent Your Life, Your Career, and Your Personal Brand 10

EXECUTIVE PROGRAMME 10. ‘Winning At Innovation’ The A-to-F Model

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11. ‘Contextual Pricing’ The Death of List Price and the New Market Reality 11. ‘Shopping Behavior in Asia’ What Retailers Need to Know for Success in the Far East 12. ‘The Growth Drivers’ The Definitive Guide to Transforming Marketing Capabilities 12. ‘Understanding Michael Porter’ The Essential Guide to Competition and Strategy 13. ‘The 7 Graces of Marketing’ How to Heal Humanity and the Planet by Changing the Way We Sell 14

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INTRO

Dear Marketeer, 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 January 31’st. 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 marketeers 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 marketeers 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 marketeers 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 marketeers, 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

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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 marketeers worldwide.

Brand Like a Rock Star Lessons from Rock ‘n’ Roll to Make Your Business Rich & Famous

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Steve Jones 240 pages December 2011 This book takes the reader beyond the hype to reveal the core marketing and branding strategies behind the success of the world’s greatest bands. Become a branding legend by learning from the superstars of rock and roll. By combining the glitz and flash of the rock stage with sound business advice, the author transcends the tedium of most marketing books and delivers a rockin’ guide to building a blockbuster brand. Memorable anecdotes put a new spin on the branding process. The author’s encyclopaedic knowledge of rock will impress any music fan. Readers will learn inside information about the world’s most popular bands that translates directly and memorably into actionable business practices.

“Even if you traded your dreams of fame and fortune for the boardroom or the Fortune 500, Steve Jones shows that you can still Brand Like A Rock Star.” -- Sean Ross “Editor of Ross on Radio” Brand Like a Rock Star is written by a rock and roll veteran with a high volume platform. As the leading consultant for one of Canada’s biggest radio station chains, the author has earned his street cred in the world’s most outrageous business. The author’s company will support the book with promotions on their radio stations and at rock-related events throughout Canada and the United States.

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The Power of foursquare 7 Innovative Ways to Get Customers to Check In Wherever They Are Carmine Gallo 272 pages September 2011 One million new users per month. Twenty-three check-ins per second. Millions of people—in every city, in every country, on every continent, and even from the Space Station—are vying to become mayors of their favorite shopping locations. What is foursquare and why has it become the hottest customer magnet ever conceived? Foursquare is a social, mobile networking app that empowers customers to check in at businesses and share their locations with friends through smartphones and PDAs. A pioneer in location-based services (LBS), foursquare invites your customers to experiment, to compete, to share, and to have deeper, more meaningful interactions with your products and services. Carmine Gallo is the communications coach for the world’s most admired global brands. A former anchor and correspondent for CNN and CBS, Gallo has addressed executives at Intel, Cisco, Google, Medtronic, Pfizer, and many others. Gallo writes My Communications Coach, a regular column for Forbes.com. He has written several internationally bestselling and award-winning books.

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Steal These Ideas! Marketing Secrets That Will Make You a Star Steve Cone 208 pages October 2011 As advertisements become more ubiquitous online and off, the struggle to really capture a customer’s attention is heating up. In Steal These Ideas!, Second Edition, Steve Cone, internationally renowned marketing expert, reveals how to resonate with a target audience, providing a fresh perspective riddled with pearls of wisdom and wit. Full of practical ideas that the reader can learn in a matter of hours, and apply successfully to their business for years, Steal These Ideas! proved an instant classic on outside-the-box marketing when it first published in 2005, and this newly revised edition, refreshed for the present day, promises to have the same impact as it’s predecessor. Steve Cone is Executive Vice President of AARP, one of the world’s largest membership organizations, which encompasses over 36 million Americans. Previously, Steve served as chief marketing officer of Epsilon from 2007 to early 2010. Cone is one of the most respected figures in marketing today. Over his forty-year career, he was a key figure in creating many of the airline, hotel, and retail loyalty programs that millions participate in, as well as major campaigns

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Where Good Ideas Come From The Seven Patterns of Innovation Steven Johnson 336 pages October 2011 Where do good ideas come from? And what do we need to know and do to have more of them? In Where Good Ideas Come From, Steven Johnson, one of our most innovative popular thinkers, explores the secrets of inspiration. He identifies the seven key principles to the genesis of great ideas, from the cultivation of hunches to the importance of connectivity and how best to make use of new technologies. Most exhilarating is his conclusion: with today’s tools and environment, radical innovation is extraordinarily accessible to those who know how to cultivate it. By recognizing where and how patterns of creativity occur he shows how we can make more of our ideas good ones. Steven Johnson is the author of Mind Wide Open, Emergence, Everything Bad Is Good For You and The Ghost Map. Johnson’s writing has appeared in The New Yorker, Harper’s, The Guardian, The New York Times and The Wall Street Journal. He also writes for Discover magazine and Wired.com, and was co-founder of the award-winning websites FEED and Plastic.com.

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Brand Turnaround How Brands Gone Bad Returned to Glory Karen Post 264 pages December 2011 Ford, Xerox, and Domino’s. Each of these high-profile brands faced a widely publicized meltdown that threatened to put them out of business—and each one is going strong today. Why? They took charge with conviction, creativity, and smarts. Brand Turnaround examines these and other brands—big and small—to prove that with the right plan and leadership any brand can recover. Karen Post, a leading expert on branding, provides practical insight and methods you can use to transform your brand when it seems the world is crashing down around it. Brand Turnaround has the tools you need to develop a game plan within hours of the incident to prevent the problem from spreading; to create a company culture designed to handle situations quickly and effectively; and to manage emotions during the toughest days. Karen Post is a branding/marketing authority and professional speaker known as The Branding Diva®. She is also president of Brain Tattoo Branding, a company that provides strategic planning and creative services to build brands.

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PROFESSIONAL PROGRAMME Designed for all professional marketeers 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. • 2 professional career development book a year (recommended by our Advisory Board) • 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 marketeers worldwide with active involvement of our Senior Advisory Board.

What Would Steve Jobs Do? How the Steve Jobs Way Can Inspire Anyone to Think Differently and Win

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Peter Sander 240 pages December 2011 There’s no accounting for Steve Jobs’s mind. He just didn’t think the way the rest of the world does. Regarded by many as the most innovative and influential business leader of our time, Jobs was a visionary beyond compare. He was why Apple is Apple and everyone else is everyone else. We can’t transform ourselves into Steve Jobs. How he put his ideas into action, however, was systematic, efficient, focused, and smart. And this you can do. What Would Steve Jobs Do? presents the six-part business model Jobs applied to make Apple the most valuable publicly traded manufacturing corporation in the world and the global model for business excellence. While the results of this model can be profound, each step is something you can easily focus on with clarity and purpose: Customer—Understand your customers so well that you know what they want more than they do. Steve Jobs was a true original. What we’ve all learned from him is incalculable. And what we can continue to learn from him will shape the world. Transform your organization, recast your future, and do your part to redefine our world using the wisdom and foresight of the greatest business sage in generations. Lead and succeed like the world’s greatest business innovator. When it comes to Steve Jobs, everyone from business journalists to the average iPod owner asks the same question: “How did he do it?” Anyone facing practical business challenges on a daily basis, though, reframes the question to “What would Steve Jobs do?” Finally, someone answers the question in a way that gives business owners and managers something to work with. What Would Steve Jobs Do? breaks down Jobs’s genius into six manageable parts, which you can use to face today’s toughest business challenges and transform your company into an Apple-style industry leader. Learn how Jobs viewed the customer. Find out how he built Apple’s culture. Discover his pioneering approaches to marketing, branding, team building, and leading. Running a successful business today is tougher than it has been in generations—if not ever. No one understood this better than Steve Jobs. He is gone, but his legacy of business creativity and innovation is unparalleled. Surmount every challenge that comes your way and take your business to new heights using these lessons from the greatest innovator of our time.

“Regarded by many as the most innovative and influential business leader of our time, Jobs was a visionary beyond compare

”

Peter Sander is a researcher, business consultant, and former marketing program manager for a major Silicon Valley tech firm. He is the author of 27 business books on innovation, marketing, economics, and investing. He has an MBA from Indiana University and lives in Granite Bay, CA.

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Commusication From Pavlov’s Dog to Sound Branding John Groves 230 pages November 2011 Music can say so much. It can make us laugh or cry - it can make us remember our first kiss as though it was just yesterday. Just one chord in a film score is enough to tell us that someone is hiding behind the curtain. We can even hear how a person is feeling just by the sound of their voice. By understanding how such processes work, we are able to create sounds that trigger the desired associations in a branding context. John Groves, a music consultant and composer with a long track record of creating memorable melodies for brands such as Olympus, Mentos, Bacardi, Mars and Visa, documents the birth of a new discipline - Sound Branding. He shares personal experiences and anecdotes of how music can be responsible for suicide, revolutions, and making people pay more for a glass of wine. He explains how sound and music can be used strategically to provide identification, differentiation and generally to steer perception. COMMUSICATION is a mix of cutting-edge scientific findings and one man’s analytical - and sometimes humourous - views, ending in a walk-through of his structured system for developing and managing Brand Sound Identities. This book is a must-read for anyone involved in marketing, advertising, branding, music - in fact, for anyone who has ears! John Groves is a composer, music producer and consultant on the use of sound and music in advertising and communications. In the early 1990s, he became one of the pioneers of Sound Branding, by developing a structured system for creating and implementing brand and corporate Sound Identities, which has provided the basis for what has become a market standard.

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Social Media Analytics Effective Tools for Building, Interpreting, and Using Metrics Marshall Sponder 320 pages October 2011 Practically overnight, social media has become a critical tool for every marketing objective—from outreach and customer relations to branding and crisis management. For the most part, however, the data collected through social media is just that: data. It usually seems to hold little or no meaning on which to base business decisions. But the meaning is there . . . if you’re applying the right systems and know how to use them. With Social Media Analytics, you’ll learn how to get supremely valuable information from this revolutionary new marketing tool. Filled with in-depth case studies from a range of industries, along with detailed reviews of several social-monitoring platforms, Social Media Analytics takes you beyond “up-to-date” and leads you well into the future—and far ahead of your competition. You will learn how to use the most sophisticated methods yet known to find customers, create relevant content (and track it), mash up data from disparate sources, and much more. Sponder concludes with an insightful look at where the field will likely be going during the next few years. Whether your social media marketing efforts are directed at B2B, B2C, C2C, nonprofit, corporate, or public sector aims, take them to the next step with the techniques, strategies, and methods in Social Media Analytics—the most in-depth, forward-looking book on the subject. “Marshall has provided much-needed discipline to our newest marketing frontier—a territory full of outlaws, medicine men, dot com tumbleweeds, and snake oil.” —Ryan Rasmussen, VP Research, Zócalo Group Marshall Sponder is a Web analytics and SEO/SEM specialist with expertise in market research, social media, networking, and public relations. As both an in-house team leader and consultant, he has used sophisticated analysis to optimize the social media marketing efforts of companies and brands including IBM, Monster, Porter Novelli, WCG, Gillette, Pfizer, Warner Brothers, Laughing Cow, The New York Times, and Havana Central. Sponder is a board member emeritus at the Web Analytics Association, a member of the Search Engine Marketing Professionals Organization (SEMPO), and a member of the Certified Institute of Public Relations Social Media Measurement Study Group (CIPR).

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Value-Based Pricing Drive Sales and Boost Your Bottom Line by Creating, Communicating and Capturing Customer Value Harry Macdivitt, Mike Wilkinson 288 pages October 2011 Why would any customer choose Brand X over Brand Y, regardless of price? In a word: Value. When customers feel they are getting good value from your product or service, they are more than happy to pay more—which is good news for you and your business. Even in today’s global market—with its aggressive competitors, low-cost commodities, savvy consumers, and intangible digital offerings—you can outsell and outperform the rest using Value-Based Pricing. Now more than ever, it is essential for you to reexamine the reality of the value you offer customers—and this step-bystep program shows you how. Developed by global consultants Harry Macdivitt and Mike Wilkinson, Value-Based Pricing identifies three basic elements of the Value Triad: revenue gain, cost reduction, and emotional contribution. By delivering these core values to your customers—through marketing, selling, negotiation, and pricing—you can expect an increase in profits, productivity, and consumer goodwill. These are the same value-based strategies used by major companies such as Philips, Alstom, Siemens, and Virgin Mobile. And when it comes to today’s more intangible markets—such as consulting services or digital properties like e-books and music files—these value-based strategies are more important than ever. Harry Macdivitt served as marketing director in a leading electronic controls company, with specific responsibility for strategic management, new product marketing, and development for U.K. and international markets (United States, Russia). He has run training programs for corporations in the United Kingdom, European Community, North America, and China and works regularly with growth-oriented small- and medium-sized businesses. Mike Wilkinson works worldwide with clients across a diverse range of industries and business sectors focusing on value and value selling. He has worked in a wide range of senior sales positions and has experience of fast-moving consumer goods as well as business-to-business sales.

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Spending Advertising Money in the Digital Age How to Navigate the Media Flow Hamish Pringle , Jim Marshall 336 pages December 2011 Spending Advertising Money in the Digital Age provides detailed advice, backed up by solid research, on how to understand today’s complex media landscape, allocate a brand’s media budget most accurately, and then deploy it most effectively in order to build business. Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the IPA Effectiveness Awards databank and from IPA TouchPoints, the world’s first customercentric media habits survey, plus research from Nielsen and Millward Brown, the authors propose a new model, ‘F.A.I.P.A’, for media and communications planning. This model describes how to select the right media channel to promote a brand from the many that are now available, and if you are employing a range of ‘bought’, ‘owned’ and ‘earned’ media, which to concentrate on, and how to allocate the budget between them.

“Seismic changes are

occurring in the world of advertising

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Hamish Pringle is Director General of the IPA (The Institute of Practitioners in Advertising). He has over 26 years’ experience in the advertising industry having run his own branding and marketing consultancy and worked for Saatchi & Saatchi amongst many others. Together with Peter Field he is the co-author of Brand Immortality, (published by Kogan Page), and also author of Brand Spirit, Brand Manners and Celebrity Sells. Jim Marshall is Chief Client Services Officer for Aegis. He has worked in media for over 35 years, as a director at Young & Rubicam, Reeves Robertshaw and later at DMB&B. Jim is also a member of the IPA Council and former Chairman of the IPA Media Futures Group.

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Shift How to Reinvent Your Life, Your Career, and Your Personal Brand

Peter Arnell 208 pages Dec 2011

BONUS BOOK FOR FREE IN THE PROFESSIONAL PROGRAMME In the Professional programme, once a year our professional members will receive a selfdevelopment book to build their marketing/management career. A personal branding moment for the ambitious marketeer.

Little changes can make a big difference. When some of the world’s biggest corporations need to revive their brands, innovate products, and rethink their images, they call Peter Arnell. Now in his fourth decade of branding and marketing for such companies as Samsung, Reebok, DKNY, GNC, and Pepsi, Arnell explains how you can use some of the same strategies that famous brands do, in order to improve your own image, life, and career. Arnell knows this firsthand because he applied many of these same strategies to transform his own life by losing 256 pounds. How did he do it? Arnell created an idea he calls Shift. With Shift, you’ll discover the steps you need to take in order to become the best you. Creating and revitalizing brands happens every day in business. Shift shows how you can make it happen for yourself and your personal brand.

“Creating and revitalizing brands happens every day in business

”

Innovative insights such as “go helium” are used by Arnell to explain how he reached his ultimate goal of 150 pounds— you can apply his techniques to reach for your own goals. You will see—through Arnell’s description of how he “went tiger”—how to exercise your own discipline and commitment, without apology, even if that means bucking the norm. And by learning to reach out to your brand audience, you will come to understand the importance of your network of friends, acquaintances, colleagues, and family—your fan club— in keeping you motivated and providing the feedback you need for success. Weaving together personal stories of his own transformation with stories about how he created transformative change for brands such as Reebok and Pepsi, Arnell shares his unique vision on how each of us can rebrand and transform ourselves, both personally and professionally, to achieve the success we desire. PETER ARNELL, founder of Arnell, is one of the foremost branding and design experts in the world. Among the companies he and his team have worked with are DKNY, Samsung, Chanel, Reebok, Mars, Pepsi, Home Depot, GNC, De Tomaso, Fendi, Mikimoto, Special Olympics and Con Edison. He and his family live in Westchester County, New York.

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EXECUTIVE PROGRAMME The Executive Programme is designed for top level marketeers 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 philosophical business books a year (recommended by our Advisory Board) • 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.

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Winning At Innovation The A-to-F Model Fernando Trías de Bes, Philip Kotler 288 pages October 2011

“provides everything you need to know to develop a winning sustainability strategy and the leadership skills

”

Innovate or Die! Companies that cannot innovate and develop new products, strategies and technologies to keep ahead in today’s fastpaced market will not succeed. Winning at Innovation presents a groundbreaking new model for successful marketing advancement from two worldleading experts in marketing and innovation, Fernando Trías de Bes and Philip Kotler.

Innovation is a responsibility normally assigned to R&D departments but this is not enough. Companies need a systematic framework so innovation can occur at any level of the organization. The A-F Model is a step-by-step process for developing a successful culture of innovation, bringing together the different individuals and groups across the organization for ideas to be created, developed and implemented. Offering flexibility, the model allows a back and forth flow of ideas and creativity to adapt to changing circumstances. Using this model, companies can learn how to make their innovation processes more effective, more sustainable, and more successful. Innovation must be a priority for organizations who want to be ready to grow and develop in post-recession economies. Trías de Bes and Kotler present a unique model for innovation for all companies that want to succeed in the global field. FERNANDO TRÍAS DE BES is an Economist with an MBA from ESADE as well as the University of Michigan, USA. Since 1992, he has been working as an Associate Professor of the Marketing Management Department at ESADE Business School in Barcelona, Spain. He is the founder of Salvetti & Llombart, a consulting firm specialised in Innovation and Market Research. Fernando Trias de Bes started his activity as a speaker in 2003. He has been one of the speakers in the UK and European Marketing Forum, the Western Europe Marketing Forum, ExpoManagement Congress, JavaExpo, the World Apparel Convention, among others. He is a co-author of Lateral Marketing: New Techniques for Finding Breakthrough Ideas, along with Philip Kotler, and co-author of Luck, creating the conditions for success in life and business with Alex Rovira. PHILIP KOTLER is the S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University, Illinois, USA. Professor Kotler is the author of: Marketing Management: Analysis, Planning, Implementation and Control, 13th ed., the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Kotler on Marketing, and several others. He has published over one hundred articles in leading journals, several of which have received best-article awards.

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Contextual Pricing The Death of List Price and the New Market Reality Robert G. Docters , Michael Barzelay, John G. Hanson , Cecilia Nguyen 256 pages November 2011 A few leading companies have jettisoned ideas about pricing that other companies believe are indispensible. The result has been superior performance against competitors who persist in a simplistic 1990s belief in “value.” Contextual Pricing describes how buyers are influenced by comparison points and contextual messages more than by actual price levels. Identical products can sell at radically different prices to the same target customer—if context is strategically managed. This fact is how Procter & Gamble, GE, Coca-Cola Company, Amazon, Google, Microsoft, and others make sure they get the best possible price. The use of context is changing the way companies price and sell in the new global economy. This readable and market-tested book describes the contextual pricing perspective, how it is being used in B2B and B2C markets, and how you can make the shift to contextual pricing in your own business. Whether you’re a CEO, P&L manager marketing director, sales manager, or entrepreneur, Through its illuminating case-by-case studies, Contextual Pricing delivers a wide range of pricing techniques and customer insights that you won’t find anywhere else. When you know the secrets of Contextual Pricing, you can name your price, drive your sales, increase your profits, and own your success. Robert Docters is the managing partner for Abbey Road, LLC, a consulting firm specializing in pricing strategy. He previously served as a senior vice president of strategy and pricing at LexisNexis, and before that was an SVP at Ernst & Young. John Hanson is a partner at Accenture, where he leads the North American Pricing and Profit Optimization strategy practice. Cecilia Nguyen is a senior manager with Accenture’s Pricing and Profit Optimization strategy practice. Michael Barzelay holds the London School of Economics’ first professorial chair in public management. He codirects the Department of Management’s new MsC Public Management and Governance, and serves as the founding executive director of the Center for Transformation and Strategic Initiatives, a Washington, D.C.-based nonprofit.

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Shopping Behavior in Asia What Retailers Need to Know for Success in the Far East Laurent Sausset 200 pages October 2011 The Far East will be the next middle-class market for retailers and manufacturers in all categories. Name brands are especially sought, especially when they are sold by department stores where customers can be assured that they are not fakes. Retailers like Tesco, Walmart, and Carrefour are already in the region, but there is plenty of room for more modern retailers as consumers gain more discretionary income. Laurent Sausset has been surveying customers in the Far East for many years through his company, DistriSurvey Ltd. He understands their likes and dislikes, shopping behaviors, and the differences among them, by country and ethnic background. In Shopping Behavior in Asia he discusses all aspects of retailing in the region including such topics as location, parking and traffic patterns, promotions, product assortment, pricing, signage, customer loyalty, and employee training. He offers specific examples and recommendations for success, category by category. Whether your niche is appliances, packaged goods, furniture, books, DIY, personal care, sporting goods, or leisure products, you will find useful information that will lead to a better understanding of your potential customers in Asian markets. Seeing is believing in the minds of most Asian consumers and Sausset helps you “see” how to succeed in Asia. Laurent Sausset is a consultant with 25 years marketing experience in Asia. Born in France in 1959, he has also lived in Canada and Africa. After earning a graduate business degree in France, he began his career in 1985 in Tokyo with Nichifutsu Boeki, importing and selling European consumer products and technical goods in Japan. He then joined the Remy Martin group and was in charge of sales and marketing in Asia from 1989 to 1995, while the brand progressed in volume from number three in the region to number one.

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The Growth Drivers The Definitive Guide to Transforming Marketing Capabilities Andy Bird, Mhairi McEwan 320 pages November 2011 The tough challenge of how to drive sustainable, profitable growth is one that is facing organizations large and small, in all sectors and industries, right across the globe. “We live in an environment that is changing hugely. Competition is more challenging, the fusion of media and technology is transforming the relationships between brands and consumers, and brands need to possess a social integrity beyond their economic intent. To continue to deliver results, it is critical that we build up stronger specialist marketing capabilities.” Mark Baynes, Global Chief Marketing Officer, Kellogg The Growth Drivers explains the vital role that marketing, marketers and marketing capabilities play in driving sustainable, profitable growth. It offers fresh new thinking, inspiring case studies and practical tools to help business and marketing leaders drive growth by building marketing capabilities across their organizations. From the founders of Brand Learning the book is written from the unique perspective of highly experienced marketing practitioners who have pioneered the global category of marketing capability development and it shares the direct, practical experiences of senior business and marketing leaders from over 50 multinational companies. Mhairi McEwan Co-founder and Chief Executive, Brand Learning Mhairi’s career spans international marketing, sales and consultancy roles with Unilever in the UK, Egypt and France, and then with PepsiCo as VP Marketing – Europe and VP Marketing – Walkers Snack Foods. Mhairi is a Fellow of The Marketing Society, a Fellow of the CIM and a Council Member of The Marketing Group of Great Britain. Andy Bird Co-founder and Executive Director, Brand Learning Andy’s international marketing and consultancy career includes roles with Unilever in the UK, Singapore and India. He also played a global marketing role as VP for the Unilever Marketing Academy, with responsibility for building marketing capabilities throughout its international business. Andy is a Fellow of The Marketing Society and a Fellow of the CIM.

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Understanding Michael Porter The Essential Guide to Competition and Strategy Joan Magretta 208 pages December 2011 Competitive advantage. The value chain. Five forces. Industry structure. Differentiation. Relative cost. If you want to understand how companies achieve and sustain competitive success, Michael Porter’s frameworks are the foundation. But while everyone in business may know Porter’s name, many managers misunderstand and misuse his concepts. “Understanding Michael Porter” sets the record straight, providing the first concise, accessible summary of Porter’s revolutionary thinking. Written with Porter’s full cooperation by Joan Magretta, his former editor at Harvard Business Review, this new book delivers fresh, clear examples to illustrate and update Porter’s ideas. Magretta uses her wide business experience to translate Porter’s powerful insights into practice and to correct the most common misconceptions about them-for instance, that competition is about being unique, not being the best; that it is a contest over profits, not a battle between rivals; that strategy is about choosing to make some customers unhappy, not being all things to all customers. An added feature is an original Q&A with Porter himself, which includes answers to managers’ FAQs. Eminently readable, this book will enable every manager in your organization to grasp Porter’s ideas-and swiftly deploy them to drive your company’s success.

“competition is about being unique, not being the best; that it is a contest over profits, not a battle between rivals ” READ MORE: CHECK OUR WEBSITE

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The 7 Graces of Marketing How to Heal Humanity and the Planet by Changing the Wayy We Sell

Lynn Serafinn 398 pages Sept 2011

BONUS BOOK FOR FREE IN THE EXECUTIVE UTIVE PROGRAMME In the Executive programme, twice a year we want to surprise our members with a philosophical view upon business and life. A point of reflection for the highly experienced business leader.

‘Is marketing making us ill?’ That is the question marketer and coach Lynn Serafinn poses in this eye-opening, informative and inspiring read. A bold, holistic and often spiritual look not merely of the world of advertising, but also of our entire world view, this book reveals how our relationships with Self, others, our businesses, our economy and the Earth impact every aspect of our lives. Addressing both the conscious and unconscious mechanics of marketing, Lynn shows the impact consumer culture has upon our physical and emotional health, our economy and the delicate ecological balance of our natural world. A book as much for the conscious consumer as the business owner, this book shows why traditional ways of selling are ultimately doomed to fail, and how both business owners and consumers can begin to heal the world by embracing a new paradigm Lynn calls ‘The 7 Graces of Marketing’.

The 7 Deadly Sins of Marketing

The 7 Graces of Marketing

1: Disconnection

1: Connection

2: Persuasion

2: Inspiration

3: Invasion

3: Invitation

4: Distraction

4: Directness

5: Deception

5: Transparency

6: Scarcity

6: Abundance

7: Competition

7: Collaboration

Lynn Serafinn is bestselling author, marketer, coach, speaker, radio host and promotional manager for a long list of #1 selling mind-body-spirit authors. In her work, she has witnessed both the conscious and unconscious mechanics of marketing that threaten our society and our very planet. In her book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell (Humanity 1 Press, Dec 2011), she reveals how modern marketing has played a hand in the the rise of consumer culture, negatively impacting our health, happiness, economy and natural world in an unparalleled way, and offers us hope via a new paradigm she calls “The 7 Graces of Marketing.”

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Young Talent Programme o Brand Like a Rock Star - Steve Jones

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o Contextual Pricing - Robert G. Docters , Michael Barzelay, John G. Hanson , Cecilia Nguyen o Shopping Behavior in Asia - Laurent Sausset o The Growth Drivers - Andy Bird, Mhairi McEwan o Understanding Michael Porter - Joan Magretta o The 7 Graces of Marketing - Lynn Serafinn

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Expert Marketeer Expert Marketeer is a marketing book club and online discussion forum for people in the marketing profession. Each quarter members choose from a selection of books about marketing. 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 • Expert Marketeer Executive, for top level marketeers, primarily covering general manag management topics with a marketing bias.

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