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EXPERT ARKETEER EXPERTMMARKETEER Quarterly Magazine of Expert Marketeer - Q2 - 2011 - www.expertmarketeer.com

DISCUSSION FORUM

ADVISORY BOARD

INSPIRE

BOOKS

In partnership with:


P RO F E S S I O NAL

CONTENT

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INTRO

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INITIATE PROGRAMME 4. ‘Sticky Marketing’ Why Everything in Marketing Has Changed and What to do About It 4. ‘The New Rules of Retail’ Competing in the World’s Toughest Marketplace 5. ‘Creative Genius’ An innovation guide for business leaders, border crossers and game changers 5. ‘Emotionomics’ Leveraging Emotions for Business Success 5. ‘The Secrets of Success in Marketing’ How to accelerate your marketing performance

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PROFESSIONAL PROGRAMME 6. ‘Wikibrands’ Reinventing Your Company in a Customer-Driven Marketplace 7. ‘The Loyalty Effect’ The Hidden Force Behind Growth, Profits, and Lasting Value 7. ‘Everything I Know about Marketing I Learned From Google’ 8. ‘The Dentsu Way’ 9 Lessons for Innovation in Marketing from the Worlds Leading Advertising Agency 8. ‘Marketing by the Numbers’ How to Measure and Improve the ROI of Any Campaign 9. ‘The Personal MBA’ A World-Class Business Education in a Single Volume

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EXECUTIVE PROGRAMME 10. ‘Essential Advantage’ How to Win with a Capabilities-Driven Strategy 11. ‘Partnership Marketing’ How to Grow Your Business and Transform Your Brand Through Smart Collaboration 11. ‘Retail Marketing and Branding’ A Definitive Guide to Maximizing ROI 12. ‘The Balancing Act of Innovation’ 12. ‘Collaboration and Co-creation’ New Platforms for Marketing and Innovation 13. ‘Zen And The Art Of Motorcycle Maintenance’ An Inquiry into values

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WHAT’S NEXT?

EXPERT MARKETEER

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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 April 15’th. 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, Begium & 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 monthly or 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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I N I T I AT E

INITIATE 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 Initiate Programme • 4 practical marketing books a year for the quarterly programme and 12 a year for the monthly programme • 4 Magazines - one every quarter to make your personal book selection from the offer in the Initiate Programme. er in the Initiate • 8 Newsletters (one every month when there’s no magazine) to make your personal book selection from the offer Programme - for the monthly subscription only. • Forum access to the Initiate Programme to discuss content of books with likewise marketeers worldwide.

Sticky Marketing Why Everything in Marketing Has Changed and What to do About Itt

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Grant LEBOFF Paperback 232 pages January 2011 Sticky Marketing describes how companies need to move away from the old marketing system of shouting messages at people, to a new model of customer engagement, where they will attract customers by providing value and becoming ‘sticky’. We live in a world where people have become empowered. Consumers can contact companies directly and they can talk to each other with a powerful voice they never had before. Sticky Marketing takes into account these fundamental changes and provides a new set of rules for effective communications in a world transformed by new technology. Grant Leboff is one of the U.K’s leading Sales and Marketing experts. A serial entrepreneur, Leboff built his own successful direct marketing company. After starting the business in 2002 he sold it in 2008. He is now Principal of Sticky Marketing Club Ltd, working with businesses on effective Sales and Marketing strategies.Leboff is a highly sought after Speaker, and is constantly presenting at conferences and events all over the world.

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The New Rules of Retail Competing in the World’s Toughest Marketplace Robin Lewis and Michael Dart Hardback 256 pages December 2010 Unprecedented consumer power, enabled by technology and globalization is driving a revolutionary transformation that will lead to the demise of retail as we know it. The authors provide a unique and essential view of the future of the industry, arguing that a new business model is necessary in these new times, one based on: Preemptive, precise and perpetual distribution; A neurological customer connection; and total control of the value chain. Some of the authors’ key insights and predictions include: * The collapse of the traditional retail/wholesale business model: The more enlightened retailers and wholesalers understand they must own and control the creation, distribution and presentation of their value, directly to the consumer. * Internet retailers such as Amazon, must ultimately open bricks and mortar stores: In an over-competed marketplace, preemptive distribution of value to precisely where and how the consumer wants it is vital, meaning that retailers and wholesalers must utilize all available distribution platforms, as well as create new distribution ideas. Robin Lewis founder of the Goldman Sachs retail consulting subsidiary, Vantage Marketplace. He was vice president and executive editor of Women’s Wear Daily. Michale Dart is head of Private Equity & Strategy at Kurt Salmon Associates, a global management consulting firm specializing in retail, consumer products, and healthcare.

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Creative Genius: An innovation guide for business leaders, border crossers and game changers Peter Fisk Hardcover 306 pages January 2011 Time and space. Genetics and robotics. Education and fashion. Possibilities limited only by our imaginations. The future is yours to create. Could you be the Leonardo da Vinci of our times? Most ideas are incremental, quickly copied and suffocated by conventions. “Future back” thinking starts with stretching possibilities then makes them a reality “now forward”. The best ideas emerge by seeing what everyone has seen, and thinking like nobody else. Peter Fisk (Teddington, Middlesex, UK) is a strategist and marketer who has worked with and consulted for some of the world’s leading brands. He formerly led the marketing team at PA Consulting Group.

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Emotionomics Leveraging Emotions for Business Success Dan Hill Paperback 288 pages October 2010 Emotionomics draws on insights gathered through facial coding to show how to measure and manage the emotional response of customers and employees, leading to competitive advantage and business success. For far too long, emotions have been ignored in favor of rationality and efficiency, but breakthroughs in brain science have revealed that people are primarily emotional decision-makers. Many companies have not yet accepted that fact, much less acted on it. Dan Hill is a recognized authority on the role of emotions in consumer and employee behaviour, and an expert in facial coding as an aid in measuring people’s decision-making process for consumer insight testing. He is the founder and president of Sensory Logic - a scientific, research-based consultancy that specializes in gauging and helping to enhance companies’ sensory-emotional connection with consumers.

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The Secrets of Success in Marketing: How to accelerate your marketing performance Ian Linton Paperback, 280 pages November 2010 Real world marketing for real world professionals – everything you need to know to be the best in the business. Marketing has never been more pressured than it is today, and as a marketing professional, you are increasingly expected to do more for less and The Secrets of Success in Marketing is the book to offer some relief. These are the real secrets, all learned from years of experience and successful marketing, and they’re the secrets that the seriously successful use to stay ahead of the game. A practical, project-based approach creates a series of self-contained guides to planning, implementing and managing consumer and business-to-business marketing projects – ideal for busy marketing professionals who want fast, focussed advice. Ian Linton has worked for clients such as Ford, Vauxhall, Barclays Bank, IBM, ICL, Cisco, HP, Dell, NEC, BP, Shell, PA Consulting, Ernst & Young, Office of the Deputy Prime Minister, as well as a wide range of small/medium organisations in the public sector and professional services.

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P RO F E S S I O NAL

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 for the quarterly programme and 12 a year for the monthly programme • 1 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. • 8 Newsletters (one every month when there’s no magazine) to make your personal book selection from the offer in the Professional Programme - for the monthly subscription only. ar • Forum access to the Professional and the Initiate Programme to discuss content of books with professional marketeers worldwide with active involvement of our Senior Advisory Board.

Wikibrands Reinventing Your Company in a Customer-Driven Marketplace

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Sean Moffitt, Mike Dover, Don Tapscott Hardback 336 pages January 2011 In Wikibrands, acclaimed media marketing experts Sean Moffitt and Mike Dover show you how to take advantage of the exciting new models of business and technologies--and enthusiastic online communities--one click at a time. What is a Wikibrand? It’s the next generation of business building that taps into the true power of social networks, brand connections, and customer participation to build real value. It’s a status update on Facebook, a rave on Twitter, a review on YouTube, and so much more. It’s the herald of a new golden age in customer freedom and individualized customer service. It’s the future of business--and this book is your wake-up call, strategy guide, and road map to what’s ahead. Built on continuing research from Don Tapscott’s trailblazing $10 million research project, which formed the basis of bestselling books such as Wikinomics and Grown Up Digital, this book delivers hundreds of the best examples from today’s most successful businesses. You’ll learn how to: • ENGAGE THE CUSTOMER through social influence, word of mouth, and user-generated content • CREATE AN EXPERIENCE affected by customer-driven ratings, reviews, and online culture • BUILD A COMMUNITY through microblogging, prosumerism, and crowdsourcing • MAKE A CONNECTION that is truly authentic, collaborative, and value enhancing Whether you work with an established business and are looking to make it relevant to today’s “wikiconsumers” or are launching a start-up from scratch, Wikibrands offers countless creative ideas for defining and reaching out to your target audience. You’ll find refreshing new ways and a FLIRT model to help you open up an honest dialogue with your customers, attract a ready-made fan base through shared interests, and even work with other businesses toward a mutually rewarding goal. These are the latest tricks of the trade, used by hot brand names such as Mozilla Firefox, lululemon, and Zappos; industry giants Starbucks, Dell, and Harley-Davidson; and other less well-known organizations.

“It’s the future of business

and this book is your wake-up call, strategy guide, and road map to what’s ahead.

Sean Moffitt is President, Agent Wildfire Strategy & Communications Inc., a leading social influence, word of mouth and customer engagement firm. Mike Dover is the Managing Partner of Socialstruct Advisory Group. As Vice President, Research Operations for New Paradigm (later nGenera Insight), he oversaw the research programs underlying Wikinomics: How Mass Collaboration Changes Everything and Grown Up Digital: How The Net Generation is Changing the World.

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The Loyalty Effect The Hidden Force Behind Growth, Profits, and Lasting Value Frederick Reichheld Paperback 352 pages August 2001 Loyalty is by no means dead. In fact the principles of loyalty . . . are alive and well at the heart of every company with an enduring record of high productivity, solid profits, and steady expansion. The business world seems to have given up on loyalty: many major corporations now lose-and have to replace-half their customers in five years, half their employees in four, and half their investors in less than one. Fred Reichheld’s national bestseller The Loyalty Effect shows why companies that ignore these skyrocketing defections face a dismal future of low growth, weak profits, and shortened life expectancy. Reichheld demonstrates the power of loyalty-based management as a highly profitable alternative to the economics of perpetual churn.

Fred Reichheld is a Director Emeritus of Bain & Company and a Bain Fellow. He is also the author of Loyalty Rules!. ‘Must read’ from Marc Van de Perre, Advisor Expert Marketeer, President Stichting Marketing Belgium “About fifteen years ago, Frederick Reichheld wrote this landmark book that would completely change our view on the power of loyalty-based management. At that time, companies seemed to have given up on loyalty and were apparently content with the expectancy that they would have to replace half their customers in five years, half their employees in four, and half their investors in one. But Reichheld - who is also well-known for his controversial Net Promoter Score these days - opened my eyes with his clear insights and approach to demonstrate that pursuing loyalty is a much more profitable alternative than continually replacing churned customers. Since The Loyalty Effect we all know the saying that winning a new customer costs five times more than keeping an existing one.”

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Everything I Know about Marketing I Learned From Google Aaron Goldman Hardback 341 pages September 2010 You know you’ve hit it big when your name becomes a verb and no one knows that better than Google. In just over 10 years, Google has become the world’s most valuable brand, consistently dominating its category and generating $6 billion in revenue per quarter. How does Google do it? In a word: marketing. You may not think Google does much marketing. Indeed, it doesn’t do a lot of what has traditionally been viewed as marketing. But in today’s digital world, marketing has taken new shape and Google is at the cutting edge. In Everything I Know about Marketing I Learned from Google, digital marketing expert Aaron Goldman offers 20 powerful lessons straight from Google’s playbook. Taking you deep into the inner workings of the Googleplex (which are simpler than you think), Goldman provides the knowledge and tools you need to build and grow your brand (which is also simpler than you think). In its mission to ‘organize the world’s information,’ Google has rewritten the book on marketing. Use Everything I Know about Marketing I Learned from Google to remake your own organization’s marketing’and engage more customers than ever. Aaron Goldman is Chief Marketing Officer at Kenshoo, where he puts lessons learned from Google to good use through global technology solutions for managing online advertising.

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The Dentsu Way 9 Lessons for Innovation in Marketing from the Worlds Leading Advertising Agency Kotaro Sugiyama, Tim Andree Hardback 320 pages January 2011 One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it’s being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu’s Cross Switch model meets it head on. The Dentsu Way shares proven tactics for getting your message to consumers and creating “scenarios” to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book: • Explains Dentsu’s 110-year history and unique service structure, as well as its broad range of business fields • Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST • Provides nine of Dentsu’s newest original tools and analysis methods Kotaro Sugiyama is a Senior Vice President and the Chief Creative Officer of Dentsu. He has been a leader of the digital business in Dentsu since 1999. He also played an important role in the foundation of the Tokyo Interactive Ad Awards where he served as chairman forseveral years. He is uniquely conversant with both traditional ads and digital marketing. Tim Andree is the first non-Japanese Executive Officer of Dentsu. With more than 25 years of global marketing and communications experience, he worked at Toyota, Canon, the National Basketball Association, and BASF before joining Dentsu, where he currently oversees the company’s operations in the Americas and Europe.

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Marketing by the Numbers How to Measure and Improve the ROI of Any Campaign Leland Harden, Bob Heyman Hardback 256 pages January 2011 With marketing budgets stretched tight, it’s harder than ever to justify expenditures, and ensure that marketing dollars are spent in ways that get results. Marketing by the Numbers shows readers how to implement, evaluate, and utilize key analytics to maximize marketing ROI. Explaining best practices and the most useful dashboards and tools, the book equips readers with proven methods to:

“the book pays special attention to the new generation of web tools

• Predict, monitor, and measure the success of campaigns based in both traditional and Internet media • Align business and marketing goals • Concentrate on the right metrics rather than drowning in a sea of data • Turn data into actionable recommendations Providing case studies, techniques, and checklists, the book pays special attention to the new generation of web tools, and reveals how any business can effectively use the data available to them; and take advantage of every marketing opportunity. Leland Harden and Bob Heyman cofounded Cybernautics, a standard-setting new economy marketing agency that launched some of the biggest brands on the web. Harden is now Vice President of Institutional Advancement at Hardin Simmons University. Heyman is the CEO of the Digital Engagement Group and the creator of Kidzter.

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The Personal MBA A World-Class Business Education in a Single Volume

Josh Kaufman Paperback 416 pages February 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.

Getting an MBA is an expensive investment which is increasingly hard to justify. The Personal MBA distils the most valuable lessons of business school and the best business books of all time into simple, memorable tools, ideas and mental models that can be applied to any challenge. This brilliant book will help you learn the fundamentals of business quickly, effectively, and efficiently. Master concepts such as the 12 areas of core skills, the 80/20 rule and the Savannah Principle, and discover how to apply them to transform your career. The Personal MBA explains concepts such as: • The Iron Law of the Market: Why evebusiness is limited by the size and quality of the market it attempts to serve—and how find hungry markets just waiting to be served. • The 12 Forms of Value: There’s more business than products and services. There are actually twelve ways to create value for your customers, and the most successful businesses combine several. • The Pricing UncertainPrinciple: All prices are malleable. Raising your prices is the best way to dramatically increase your business’ profitability – if you know how to support the price you’re asking. • 4 Methods to Increase Revenue: There are only four ways for a business to bring in more money. Do you know what they are?

“This brilliant book will help

you learn the fundamentals of business quickly, effectively, and efficiently

ry to to

ty

True leaders aren’t made by business schools—they make themselves, seeking out the knowledge, skills, and experience they need to succeed. Read this book, and you will learn the principles it takes most business professionals a lifetime of trial and error to master.’ “File this book under NO EXCUSES. After you’ve read it, you won’t be open to people telling you that you’re not smart enough, not insightful enough, or not learned enough to do work that matters. Josh takes you on a worthwhile tour of the key ideas in business.” Seth Godin, author of Purple Cow, Linchpin and many others. Josh Kaufman is an independent business professor, education activist, and author of the Personal MBA: Master the Art of Business. Prior to developing the Personal MBA, Josh Kaufman worked as an Assistant Brand Manager in Procter & Gamble’s Home Care division, where he was responsible for projects that encompassed P&G’s entire value chain, from new product development to delivering in-store marketing campaigns for key customers like Wal-Mart, Target, and Costco.

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EXEC UTIVE

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 for the quarterly programme and 12 a year for the monthly programme • 2 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. • 8 Newsletters (one every month when there’s no magazine) to make your personal book selection from the offer in the Executive Programme - for the monthly subscription only. ma • Forum access to the Executive, Professional and Initiate Programme to discuss content of books with senior managers worldwide, involvement of our Senior Advisory Board and participation of the respective book authors.

Essential Advantage How to Win with a Capabilities-Driven Strategy

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Paul Leinwand, Cesare Mainardi Hardback 224 pages December 2010

Conventional wisdom on strategy is no longer a reliable guide. In Essential Advantage, Cesare Mainardi and Paul Leinwand maintain that success in any market accrues to firms with coherence: a tight match between their strategic direction and the capabilities that make them unique. Achieving this clarity takes a sharpness of focus that only exceptional companies have mastered. This book helps you identify your firm’s blend of strategic direction and distinctive capabilities that give it the “right to win” in its chosen markets. Based on extensive research and filled with company examples including Amazon.com, Johnson & Johnson, Tata Sons, and Procter & Gamble Essential Advantage helps you construct a coherent company in which the pieces reinforce each other instead of working at cross-purposes.

“This book helps you identify your firm’s blend of strategic direction and distinctive capabilities

The authors reveal: • Why you should focus on a system of a few aligned capabilities • How to identify the “way to play” in your market • How to design a strategy for well-modulated growth • How to align a portfolio of businesses behind your capability system • How your strategy clarifies growth, costs, and people decisions Few companies achieve a capability driven “right to win” in their market. This book helps you position your firm to be among them.

Paul Leinwand is a partner at Booz & Company. He advises clients on the topic of strategy, growth, and capability building, with a focus on the consumer product and retail sectors. Cesare R. Mainardi is Managing Director of Booz & Company’s North American business and serves on the firm’s Executive Committee. Over his 25 years with the firm, he has helped several of the world’s largest companies achieve major strategy-driven transformations. These have typically been multi-year efforts spanning most functions and geographies to create and capture value.

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Partnership Marketing How to Grow Your Business and Transform Your Brand Through Smart Collaberation Ron Kunitzky Hardcover 288 pages January 2011 Google, Microsoft, Apple, Starbucks, and Wal-Mart are “category killers.” Why? One key to their astounding success is that they have mastered the art of creating highly attractive partner and customer value propositions. They have all built their business on the principles and practices of Partnership Marketing to offer superior products, create long-term distribution opportunities, new revenue streams for their businesses, and increased brand awareness on a world-wide level. Developing an affiliation with the right partner allows both parties to realize successes that they could not have otherwise achieved on their own by transforming their individual strengths into mutual performance. Whether you’re an entrepreneur working to expand your customer base and increase value or a corporation looking for cost-effective ways to stimulate growth and brand-presence on a tight budget, Partnership Marketing is a practical in-depth guide to this core business concept. A powerful strategy in good times, partnership marketing is an excellent way to gain competitive advantage and grow your business even in tough, recessionary economic conditions. As marketing resources are being slashed everywhere, coupled with employee lay-offs and cutbacks to existing programs, partnership marketing is a creative way to do more with less. Ron Kunitzky is President of Geyser Marketing Group, specializing in helping companies develop partner brand relationships and, as a result, grow their business. He has worked with world-class brands in Canada, the US, and the UK, where he was Head of Partnership Marketing for AOL UK. He delivers seminars and workshops and speaks frequently on the topic of Partnership Marketing and has been featured in several publications, including Marketing Magazine, The Sponsorship Report, and The Marketer.

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Retail Marketing and Branding A Definitive Guide to Maximizing ROI Jesko Perrey, Dennis Spillecke Hardcover 318 pages December 2010 Today’s shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions. Should retailers care about any of this? The authors of this book firmly believe that they should — but in an environment of accelerating change, even veterans of the retail trade are looking for guidance on how to embrace the challenges thrown up by the evolving retail marketing landscape: How do I combine traditional and new marketing vehicles? How can I stay on top of what my customers want? How can I reach them efficiently? Do they still look at leaflets, or should I shift local marketing funds to social media? How can I leverage unique retail touch points, such as the POS, for value creation? Successful retail management might once have been about ‘just doing it’, but that is no longer the case. This book offers retail professionals practical and robust ways to improve the performance of their marketing function and align marketing investments with business objectives. Jesko Perrey is a Partner of McKinsey & Company, Inc. and based in the Dusseldorf office, which he joined in 1999. He leads McKinsey’s German Marketing & Sales Practice and serves clients in the consumer goods, retail, financial services, and logistics industries. The functional focus of his work is on branding and marketing spend effectiveness. Mr. Perrey is also a sought-after speaker and contributor on a wide range of topics in brand management.

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The Balancing Act of Innovation Philippe Silberzahn, Walter Van Dyck Paperback 256 pages December 2010

“there is no such thing as a

Innovations are everywhere - and they matter. They matter because they change our lives, for better or worse, and because they are the source of long-term growth. But is innovation always the best policy? Is ‘now’ necessarily the best time to innovate? And how exactly should we go about it? This book seeks to provide the answers to some of these questions. It is not a detailed manual for innovation, since experience suggests that there is no such thing as a simple set of successful innovation recipes, which work at all times and in all places. For this reason, the book uses a case-based methodology from which readers can learn practical lessons. At the same time it provides examples of creative approaches followed by less publicly well-known, high-impact SME innovators, or by leading well-established firms applying less known, high-impact innovation strategies.

simple set of successful innovation recipes

Philippe Silberzahn is associate professor at Emylon Business School and research fellow et Ecole Polytechnique, focusing on innovation and entrepreneurship. He was until recently professor at Vlerick Leuven Gent Management School. He has over twenty years of industry experience in the high-tech sector as entrepreneur and CEO. Walter Van Dyck is associate professor of innovation at Vlerick Leuven Gent Management School. He is the Director of the Vlerick Innovation Management Research platform. His current research and teaching focuses on strategic innovation management, and on managing emerging technologies through corporate venturing.

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Collaboration and Co-creation New Platforms for Marketing and Innovation Bhalla, Gaurav Hardcover 205 pages January 2011 Today’s consumers are more knowledgeable, networked, and vocal. For them consumption is not merely an act of buying products and services, but an expression of their creative potential. Consequently, they are demanding a say and a voice in how companies conceive, develop, and deliver value to them. It is not surprising, therefore, to hear that a large number of companies are transforming how they innovate—not only in terms of developing new products and services, but in how they are created, delivered, and supported to customers. Open Innovation thinking, where companies collaborate with suppliers, distributors, and customers to co-create unique value, is fast replacing traditional thinking that viewed innovation as a proprietary activity and marketing as a static, one-way broadcast. However, while there is significant advocacy and buy-in for collaborating with customers, there is little guidance for companies on how to undertake the journey from applause and appreciation to execution. Only reading about others’ success stories – Nike, Hallmark, P&G, Mozilla, etc. – is not sufficient for helping a company develop a blueprint for themselves. In Customer Driven Innovation, strategy and branding consultant Gaurav Bhalla presents a concrete framework to help companies systematically and effectively design and implement collaborative innovation programs with their customers that can be applied in both business-to-business and business-to-consumer contexts. The authors describe how today’s technologies allow companies to create dynamic dialogues with their customers through shared networks, virtual marketing techniques, and blogs to develop deeper relationships that reinforce brand loyalty and ultimately drive growth. Dr. Gaurav Bhalla is a management professional with 30+ years of global experience helping companies implement innovation, strategy, marketing, and business growth programs. He has worked on three continents – Asia, Europe, and North America – and has consulting experience with companies in over 25 countries, in a variety of sectors, such as finance, technology, healthcare, pharmaceuticals, educational services, and consumer packaged goods. During this period he has experienced the business world as a corporate executive, business consultant, entrepreneur, and educator.

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Zen And The Art Of Motorcycle Maintenance An Inquiry into values

Robert Pirsig Paperback 448 pages November 1999

BONUS BOOK FOR FREE IN THE EXECUTIVE 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.

Zen and the Art of Motorcycle Maintenance caused a sensation when it was first published in 1974.The story of the narrator, his son Chris and their month-long motorcycle odyssey from Minnesota to California profoundly affected an entire generation. Both personal and philosophical, this book is a compelling study of relationships, values, madness and, eventually, enlightenment.

“for some CEOs and Marketing Chiefs around this may have been the first book to blow their mind.

Recommended by Graham Rawlinson, Advisor Expert Marketeer, Chartered Psychologist, Chartered Scientist “Zen and the Art of Motorcycle Maintenance was first published 37 years ago, so for some CEOs and Marketing Chiefs around this may have been the first book to blow their mind. I remember seeing someone reading the book 20 years later and thinking, I know how you feel! Why is this my Evergreen Book? Of course the book is not about Motorcycles really, it is about quality. And it is still the best book about quality. It is, he says, “an inquiry into values”. For Pirsig the book was his autobiography, though in the book he is two people, the motorcyclist and Phaedrus, the half sane enquirer. His mission, and his half insanity, starts with a colleague asking him if he is teaching quality. It would be no bad thing if every now and then bosses went round and asked, are you doing quality? For marketing, the question is simply, was your last campaign a numbers job, or a quality job? The messages in the book are very clear. Quality is not subjective, but it does not lie in the numbers. Quality is in every part but also has to be in the whole. In what people do to maintain quality it is “a reservoir of good spirits that can be added to or subtracted from”. Disrupters of quality are hang-ups and set-backs, both part of the “gumption trap”. To solve the problem of “value rigidity” - slow down, “just stare at the machine”. “Be interested in it. The one I love best: “Facts have negative quality”! Time for me to read the book again, and for you, I would suggest read it the first time or again for the 5th time, as I am bout to do.” Robert M. Pirsig was born in 1928 in Minneapolis, Minnesota. He holds degrees in chemistry, philosophy, and journalism and also studied Oriental philosophy at Benares Hindu University in India. He is the author of Zen and the Art of Motorcycle Maintenance and Lila.

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Expert Marketeer Expert Marketeer is a marketing book club and online discussion forum for people in the marketing profession. Each month – or quarter, depending on preference – 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. After reading their chosen book, members can then join the online discussion forum hosted at www.expertmarketeer.com and moderated by a member of Expert Marketeer’s Advisory Board which 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 monthly or quarterly reading and discussion programme: • Expert Marketeer Initiate, 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 management topics with a marketing bias. For more information visit www.expertmarketeer.com

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Expert Marketeer Magazine Q2 2011  

Quarterly Magazine for the memebers of Expert Marketeer

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