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EXPERT ARKETEER EXPERTMMARKETEER Quarterly Magazine of Expert Marketeer - Q3 - 2011 - www.expertmarketeer.com

DISCUSSION FORUM

ADVISORY BOARD

INSPIRE

BOOKS

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P RO F E S S I O NAL

CONTENT

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INTRO

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INITIATE PROGRAMME 4. ‘How Cool Brands Stay Hot’ Branding to Generation Y 4. ‘The Best Digital Marketing Campaigns in the World’ Mastering The Art of Customer Engagement 5. ‘The Business of Influence’ Reframing Marketing and PR for the Digital Age 5. ‘28 Business Thinkers Who Changed the World’ The Management Gurus and Mavericks Who Changed .. 5. ‘Brand Valued’ How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success

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PROFESSIONAL PROGRAMME 6. ‘Not for Free’ Revenue Strategies for a New World 7. ‘Business Analytics for Sales and Marketing Managers’ How to Compete in the Information Age 7. ‘Brand Resilience’ Managing Risk and Recovery in a High-Speed World 8. ‘Look at More’ A Proven Approach to Innovation, Growth, and Change 8. ‘The Thank You Economy’ 9. ‘Execution’ The Discipline of Getting Things Done

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EXECUTIVE PROGRAMME 10. ‘The Open Innovation Marketplace’ Creating Value in the Challenge-Driven Enterprise 11. ‘Chief Culture Officer’ How to Create a Living, Breathing Corporation 11. ‘The Market Makers’ How Retailers are Reshaping the Global Economy 12. ‘Jumping the S-Curve’ How to Beat the Growth Cycle, Get on Top, and Stay There 12. ‘The Responsible Business’ Reimagining Sustainability and Success 13. ‘The Tao of Pooh and Te of Piglet’ (Wisdom of Pooh)

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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 August 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, 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 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. • 8 Newsletters (one every month when there’s no magazine) to make your personal book selection from the offer in the Initiate Programme - for the monthly subscription only. • Forum access to the Initiate Programme to discuss content of books with likewise marketeers worldwide.

How Cool Brands Stay Hot Branding to Generation Y

DEFA CHO ULT ICE

Joeri Van Den Bergh , Mattias Behrer Hardcover 272 pages February 2011 Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives them and how do you develop the right brand strategies to reach this critical generation? How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of ‘the Millennials’. It will help you to re-connect with the new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them. Full of statistics and case studies including Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi’s, How Cool Brands Stay Hot provides you with creative ideas on how to position, develop and promote your brands to the new consumer generation. Joeri Van den Bergh is the co-founder of InSites Consulting, a global ‘new generation’ research agency with offices in Belgium, the UK, France, Switzerland, and the Netherlands. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. Mattias Behrer is the Senior Vice President, General Manager of MTV North Europe & MTV International Property Marketing. Mattias joined MTV Networks in 2005 and prior to this he spent seven years with retail giant H&M, where he had various leading roles in global marketing and brand management.

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The Best Digital Marketing Campaigns in the World Mastering The Art of Customer Engagement

Damian Ryan, Calvin Jones Paperback 208 pages June 2011 With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than TV advertising in the UK. The Best Digital Marketing Campaigns in the World brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt. This practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan and Calvin Jones present a selection of hand-picked case studies, sharing the knowledge and skill of the world’s top creative minds. Covering everything from household names such as Pizza Hut and Pepsi to Obama’s 2008 presidential election campaign, this book is the must-read guide for all marketers looking to embrace the new digital landscape. Damian Ryan has been at the forefront of the Irish media and advertising business for many years. His current role is as a specialist investor and dealmaker in the mergers and acquisitions business. Calvin Jones is a freelance writer, journalist, blogger, online marketer and author who helps organizations of all sizes to communicate more effectively both on- and off-line.

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The Business of Influence Reframing Marketing and PR for the Digital Age Philip sheldrake Hardcover 232 pages April 2011 Media has most definitely evolved, as have the ways in which we contemplate, design, communicate and execute strategy. And rather than technological evolution, we’re plainly in the midst of a technological revolution. We have no choice then but to reframe marketing and PR in the context of 21st Century technology, 21st Century media and disintermediation, and 21st Century articulation of and appreciation for business strategy. Philip is a Chartered Engineer, a Founding Partner of Meanwhile, the venture marketers, a Main Board Director of Intellect, the UK trade association for the technology industry, and Board Director of 6UK, a government backed nonprofit to promote adoption of the new Internet protocol in the UK. Philip authored The Social Web Analytics eBook 2008, and the digital marketing chapter of The Marketing Century, a book celebrating the centenary of the Chartered Institute of Marketing.

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28 Business Thinkers Who Changed the World The Management Gurus and Mavericks Who Changed the Way We Think about Business Rhymer RIGBY Paperback 232 pages May 2011 28 Business Thinkers Who Changed the World is a guide to the people who have fundamentally reshaped their industries and the way we do business today. Some of these game changers are great intellectuals while others are ‘gut instinct’ types; some are motivated by desire to change the world, while others are driven by money and power. Bursting with energy and wit, Rhymer Rigby profiles the top business brains of our time to show you the humans behind the headlines and how they changed the global business landscape. From Oprah to Mark Zuckerberg, Peter Drucker to Steve Jobs, find out how they made it, the risks they took and the legacies they leave behind. Rhymer Rigby is a freelance journalist and author. He writes a weekly slot for the Financial Times and has written for dozens of other publications, ranging from Conde Nast Traveller and GQ to Management Today and The Telegraph. He writes mainly about business, but also about travel and lifestyle.

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Brand Valued How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success Guy Champniss, Fernando Rodés Vilà Hardcover 314 pages May 2011 How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. Fernando Rodés Vilà is the Vice-Chairman of Havas, Co-Founder of the ARA newspaper, Catalonia, Chairman of the Sustainability Committee of Acciona and a member of the Board of Trustees of Fundació Natura. Guy Champniss is brand strategy and communications consultant, focusing on strategy in the context of sustainability, pro-social behaviour and brand community.

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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 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.

Not for Free Revenue Strategies for a New World

DEFA CHO ULT ICE

Saul J. Berman Hardcover 240 pages Feb 2011

It used to be only dotcom start-ups lacked workable business models. But now the ubiquity of cheap communications and computing is deeply wounding business models across the board. Combined with rapidly changing customer expectations, the rules for how value is delivered, and what, when, and how much customers will pay are in flux. What can you do to ensure that you have a business model that will work today and in the future--all while riding out economic turbulence? Create new revenue models, advises Saul J. Berman in Not for Free. The most important action now is wringing new income streams from existing assets while also learning about customer preferences, value perceptions and demand for new value. Using the media industry, the canary in the coalmine for business model disruption, as a starting point, Berman explores the revenue strategies that are working, and the ones that are failing, in this new world. Drawing on examples like Progressive Insurance, Rent the Runway, Castrol, Redbox, Mint and many others, Berman guides you through the opportunities and pitfalls of new revenue strategies. Timely and practical, Not for Free tackles a problem plaguing all industries: growing revenue organically in the near term.

“ Combined with rapidly

changing customer expectations, the rules for how value is delivered, and what, when, and how much customers will pay are in flux.

Saul J. Berman, Ph.D. is the Global & Americas Leader for the IBM Strategy & Change Consulting group within IBM Global Business Services (GBS). In this role he works closely with major corporations around the globe on strategic business issues. He leads a worldwide team of IBM consultants focused on delivering business value through business, technology and operations strategy engagements as well as organizational change initiatives. Dr. Berman has more than 25 years of consulting experience advising senior management of large corporate and start-up organizations. He has directed engagements addressing issues of strategy, organization, and operations. He has worked extensively on issues of competitive positioning, differentiation, new business plans & strategies, new business models, growth, operational & cost improvement, operations/ manufacturing strategy, organizational design and enterprise transformation. His clients have included most of the major media companies as well as internet companies, telecommunication companies, consumer goods manufacturers, retailers and automotive companies in the United States, Japan, Europe and Australia.

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Business Analytics for Sales and Marketing Managers How to Compete in the Information Age

Gert H. N. Laursen Hardcover 256 pages April 2011 Business Analytics for Sales and Marketing Managers offers a unique and strategic perspective on customer intelligence as a platform for long–term business growth and success. Veteran customer intelligence thought leader Gert Laursen illustrates how you can use customer analytics to create agility within your business so it can react with spot–on accuracy to sudden market changes. On the pulse of what’s going to keep you in business for years to come, Business Analytics for Sales and Marketing Managers shows you how to gain the most opportunity and value from customer analytics, with a look at: • Knowing which customer relations to focus on • The secret to knowing when your strategic focus needs recalibrating • How to make and implement a value–based segmentation • Boosting customer acquisition processes through data warehouse data, questionnaire data, and more • How to keep your customers—and keep them happy Revealing how customer analytics is more about sound decision support than algorithms and software, this guide boils a concentrated exploration of which data and analytical methods to consider and how to put it all together toward improving your business processes. Make the most of information at your fingertips. Business Analytics for Sales and Marketing Managers shows you how, with the tools your business needs to optimize its data–driven processes, to create competitive advantage and keep your customers. Gert Laursen is Maersk Line is Head of Customer Intelligence at Maersk, the largest containerized shipping company in the world. Gert holds a Master’s Degree in Relational Marketing and an Executive MBA in Strategy. Before working with Maersk Line, Gert worked as a scientist within psychometric, teaching statistics, and worked extensively with customer loyalty in the Telco business. He has also been a business consultant for several years.

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Brand Resilience Managing Risk and Recovery in a High-Speed World Jonathan R. Copulsky Hardcover 256 pages Jun 2011 As the recent Tiger Woods scandal illustrates, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash - by disgruntled customers, competing companies, even internal sources. Here, veteran marketing executive Jonathan Copulsky shows companies and individuals how to play brand defense in the twenty-first century. Five Signs that You Need to Pay More Attention to the Possibility of Brand Sabotage: • A group of uniformed employees posts embarrassing YouTube videos, in which they display unprofessional attitudes towards their work. • One of your senior executives publicly blames a supplier for product defects, even though they predate your relationship with the supplier. • Your competitor’s ads trumpet their solution to the performance problems associated with your most recent product. • A customer unhappy with changes made to your product design launches a Facebook group, which attracts 5,000 fans. Your outsource partner is prominently featured in numerous blogs and websites describing allegations of worker mistreatment and workplace safety hazards. Jonathan R. Copulsky is the CMO for Deloitte Consulting’s Strategy and Operations Practice. With 30 years of experience as a senior marketing and sales executive and consultant, Jonathan works with the world’s leading brands on their toughest marketing and sales challenges. He also writes frequently for AdvertisingAge, Brandweek, Journal of Business Strategy, and Strategy and Leadership. He lives in Chicago, Illinois.

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Look at More A Proven Approach to Innovation, Growth, and Change Andy Stefanovich Hardcover 208 pages April 2011 Why does real innovation elude so many companies, including those with the best technology, the cheapest resources, and even chief innovation officers? The problem is that they lack inspiration. Inspiration—as defined and outlined in this book—is a discipline (not to be confused with the real but short–lived burst of energy that sometimes occurs after quarterly earnings reports or the arrival of a charismatic new leader). It is a systematic approach that, when applied consistently, brings long–term, sustainable results. Look At More teaches you how to harness inspiration by thinking differently—and to encourage others to do the same. Designed to be an individual and organizational hands–on guide, Look At More focuses on the front end of the Inspiration–Creativity–Innovation continuum. Using Stefanovich’s proven LAMSTAIH approach (Look At More Stuff, Think About It Harder), leaders and employees can develop the practical skills, leadership behavior, and cultural mindset to consistently create ideas and drive innovation.

“Inspiration -as defined and outlined in this bookis a discipline

Andy Stefanovich, chief curator and provocateur at Prophet, has spent the past twenty years helping the world’s leading companies drive innovation from the inside out. In 1990, Andy cofounded Play, a creativity and innovation company, which changed the way business does business. Play and Prophet joined forces in 2009. A popular and dynamic speaker, Stefanovich frequently delivers keynote addresses to leading international organizations and has been featured on CNBC and MSNBC.

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The Thank You Economy Gary Vaynerchuk Hardcover 256 pages March 2011 The Thank You Economy isn’t some abstract concept or wacky business strategy. It’s the way we buy and sell, the way we’re interacting as consumers, as employees, as entrepreneurs on all levels, right now. The way our marketplace functions has been evolving right before our eyes. Top-down, one-way exchanges are gone, replaced by relationships based on open, honest, and constant communication between customers and business. Today, individuals and brands that out-care and out-love their competition - those emphasising quality, value, responsiveness, and attention to detail, among other essentials - see the biggest returns. Gary Vaynerchuk contends that the people and companies harnessing the word-of-mouth power provided by multiplatform media - those that can shift their outlook and operations to be more customer-aware and fan-friendly - will pull away from the pack and profit in today’s markets. In “The Thank You Economy”, he dissects the companies on the leading edge, showing how they are succeeding - and sometimes failing. Laying out the ideas and insight that support this enormous change, Vaynerchuk explores these emerging connections - from consumer to consumer and business to business and everything in between. Passionate and persuasive, he reminds us that, surviving and thriving today it takes more than just hard work-it takes a heartfelt thanks to those who make it possible. Gary Vaynerchuk (VAYoNERoCHUK) is a 34-year-old self-trained wine and social media expert who has revolutionized the wine industry. His cult-like following is the result of his unconventional, often irreverent commentary on wine, combined with his business acumen and foresight to use social media tools like Twitter, Facebook, and YouTube to reach an untapped audience. He hosts a daily webcast called The Thunder Show on tv.winelibrary.com that attracts over 90,000 viewers each day. Recently, he became the official wine consultant on all Virgin America flights and his tastings will be featured on the airline’s Red in-flight entertainment system. Askmen.com named Gary to its list of the 49 Most Influential Men of 2009 (immediately before George Clooney and Ryan Seacrest, and after Ashton Kutcher and Conan OO Brien), and he was included in Business Week’s list of the top 20 people every entrepreneur should follow.

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Execution TThe Discipline of Getting Things Done

Ram Charan, Larry Bossidy Paperback 320 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.

When Execution was first published in 2002, it changed the way we did our jobs. By analysing the discipline of getting things done, it helped thousands of business people to make the final leap to success. Now, Larry Bossidy and Ram Charan reframe their empowering message for a world in which the old rules have been shattered and radical change is becoming routine. For the foreseeable future: • Growth will be slower. But the company that executes well will have the confidence, speed and resources to move fast as new opportunities emerge. • Competition will be fiercer, with companies searching for any possible advantage in every area. • Governments will take on new roles in their national economies. And companies that execute well will be more attractive as partners and suppliers, and better prepared to adapt to new waves of regulation. • Risk management will become a top priority for every leader, and every company will be looking for the edge in detecting new internal and external threats. Forget formulating a ‘vision’, then leaving others to carry it out: Execution shows you how to link together people, strategy and operations - the three core elements of every organisation - and create a business based on dialogue, intellectual honesty and realism. With case histories from the real world - including such recent examples such as the diverging paths taken by Jamie Dimon at JPMorgan Chase and Charles Prince at Citigroup - Execution provides the realistic and hard-nosed approach to business success that could only come from authors as accomplished and insightful as Bossidy and Charan.

Recommendation from Andy Weston Webb, Advisor Expert Marketeer: ‘Execution’ is a book that stands the test of time. It was written in 2002 but its lessons and insights are as appropriate to today as they will still be in another 10 years. This is a book that drills into why getting things done well is what makes a difference. Great strategies and insights mean nothing unless you understand putting things into practise. Thats what this book brings to life. Its a read for the CEO or the brand manager and one whether their role is in the biggest multinational or the newest start up. I re-read it each time I start a new challenge and give it to each new member on my team.

Ram Charan is a highly acclaimed business advisor, speaker and author, well-known for his practical real world perspective and famous for his uncanny ability to help business people solve their toughest problems. He was a Baker Scholar at HarvardBusinessSchool where he earned his MBA with distinction, as well as his DBA. Larry Bossidy, and former Chairman and CEO of Honeywell International has become a media and lecture circuit mainstay and Ram Charan, the legendary strategy consultant, works with companies around the world in almost every industry.

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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.

DEFA The Open Innovation Marketplace e CH ULT OICE Creating Value in the Challenge-Driven Enterprise Alpheus Bingham, Dwayne Spradlin Hardcover 272 pages April 2011

The Open Innovation Marketplace introduces groundbreaking strategies for leveraging a world of innovators to develop breakthrough products faster, with lower cost and risk. Drawing on their experience building InnoCentive, the pioneering open innovation platform, the authors show how to dramatically increase the flow of high-value innovations your organization can discover—and deliver. Master “open innovation” and tap into a world of experts to develop winning products faster—with lower cost, less risk, and greater ROI. • Learn how to access high-value thinking on an unprecedented scale. • Energize innovators worldwide to generate true breakthroughs and solve critical issues. • Dramatically increase your organization’s rate of effective innovation. • Packed with case studies from P&G and Eli Lilly to NASA. • By the leaders of InnoCentive, pioneers in open innovation. Highly recommended for executives wanting to raise their level of engagement and innovation, managers wondering how they might be able to energize and engage their teams. One of the strengths of the approach described by Bingham and Spradlin is its ability to scale, meaning that Open Innovation and Challenges are available to everyone from the individual team to the entire enterprise. This book helps all of those constituents understand what open innovation means and how they can apply it. Alpheus Bingham is a pioneer in the field of open innovation and an advocate of collaborative approaches to research and development. He is co-founder and former president and chief executive officer of InnoCentive.Alpheus spent more than 25 years with Eli Lilly and Company; he retired as vice president of e.Lilly and vice president of Research Strategy. He had formerly been the vice president of Sourcing Innovation. He served on both the R&D Policy Committee and the corporate Operations Committee. He has deep experience in pharmaceutical research and development, research acquisitions and collaborations, and R&D strategic planning. Dwayne Spradlin has been on the forefront of business innovation and leadership for more than 20 years. He is intensely focused on two areas: finding new ways to unleash and focus human potential using technology and defining the role of leadership in driving change in our businesses and culture.Dwayne serves as president and chief executive officer at InnoCentive, the global leader in Open Innovation. Previous positions have included president of Hoovers Online, president and COO of StarCite, senior vice president of Corporate Development VerticalNet, and director at PriceWaterhouseCoopers, where he spent ten years delivering Technology and Strategy solutions to Fortune 500 clients including Intel, Compaq, Caremark, and United Airlines.

“tap into a world of experts to develop winning products faster - with lower cost, less risk, and greater ROI

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Chief Culture Officer How to Create a Living, Breathing Corporation Grant McCracken Paperback 272 pages June 2011 For too long, corporations have ignored culture - to their great disadvantage. In “Chief Culture Officer”, anthropologist and consultant Grant McCracken reintroduces culture to bottom-line business plans. Levi-Strauss missed the hip hop trend. As rappers adopted baggy pants and gangster bling, Levi’s remained above the fray. It cost the corporation $1 billion. Afterwards, a team member complained, ‘Who knew baggy pants were a paradigm shift’’ Culture is an essential piece of the intelligence an organization needs in a turbulent world. And you’d think we would have found a way to factor it in to the decisions make by an organization. Far from it. Corporations have an alphabet soup of executives - CEOs, CMOs, CSOs, CIOs, CTOs - but no to deal with culture. Instead, they’ve chosen to outsource their understanding of culture to trend hunters, cool watchers, marketing experts, consulting firms, and, sometimes, their interns. Grant McCracken, an anthropologist who now trains some of the world’s biggest companies and consulting firms, suggests that every company needs a Chief Culture Officer - that’s how important an understanding of culture has become. According to McCracken, the CCO would keep a finger on the pulse of both contemporary cultural trends but also try to develop a real understanding of the deep waves that move culture much more broadly. But a CCO should also have a personal network of gifted respondents who can report on what is happening in the diverse provinces of contemporary culture, and they should participate in the networks that have emerged on their own. The CCO must be a miracle of empathy, capable of imagining what is happening in contemporary culture without bias. The CCO must be prepared to admit ignorance and ask naive questions, and must also have a high tolerance for complexity, ambiguity and contradiction. Grant McCracken is an anthropologist, blogger and author. A member of Convergence Culture Consortium at Massachusetts Institute of Technology. He holds a Ph.D. in anthropology from the University of Chicago. He has been the director of the Institute of Contemporary Culture and a senior lecturer at the Harvard Business School. He has been a consultant for many corporations, including the Coca-Cola Company, IKEA, Chrysler, Kraft, and Kimberly Clark.

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The Market Makers How Retailers are Reshaping the Global Economy Gary G. Hamilton, Benjamin Senauer, Misha Petrovic Hardcover 304 pages February 2011

The Market Makers • Provides a new way to understand the global economy by placing retailers at the centre of economic activity • Contributions from leading scholars • Accessible, clear, and detailed narrative • Case studies and examples from Wal-Mart, Tesco, Ikea, H&M, and Ebay, amongst others The huge expansion of new marketplaces and new retailers over the last fifty years has created a retail revolution.These large and globally sophisticated retailers have harnessed the new technologies in communications and logistics to build consumer markets around the world and to create suppliers, new types of manufacturers, that provide consumers with whatever goods they want to buy. These global retailers are at the hub of the new global economy. They are the new Market Makers, and they have changed the way the global economy works. Despite the fact that this retail revolution unfolded right before our eyes, this book is the first to describe the marketmaking capabilities of these retailers. In eleven chapters by leading scholars, The Market Makers provides a detailed and highly readable analysis of how retailers have become the leading drivers of the new global economy. Gary G. Hamilton, Professor of International Studies and Sociology, University of Washington, Seattle. Benjamin Senauer, Professor of Applied Economics, University of Minnesota. Misha Petrovic, Assistant Professor of Sociology, National University of Singapore

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Jumping the S-Curve How to Beat the Growth Cycle, Get on Top, and Stay There Paul Nunes , Tim Breene Hardcover 288 pages February 2011 In recent years, a number of bestselling management books have focused on providing a recipe for business greatness. Others have sought to unlock the secrets of long-term business success. But a detailed, research-based analysis at the intersection of the two -one that explains how some companies manage to achieve repeated peaks of business performance- has been missing, until now. After extensive study spanning nearly a decade, authors Paul Nunes and Tim Breene, leaders of the Accenture’s High Performance Business research program have found that what matters is not just what you do to reach the top of one successful business (climbing your current “S-curve”). Many companies will succeed once. Equally important are the counterintuitive moves you must make early on the way up to prepare for the move to the next business (making the jump to your future “S-curve”). How do an elite few companies, such as Samsung, P&G, Porsche, Danaher, Genentech, and Schlumberger achieve enduring and sustained out-performance of their peers? How do these companies grow revenue and increase profitability, not only in the short run, but even across economic and market disruptions? In Jumping the S-Curve, Accenture authors Paul Nunes and Tim Breene share key insights from their multi-year study of high performance businesses. Paul Nunes is Executive Director of Research at the Accenture Institute for High Performance based in Boston, Massachusetts. His research has focused on business and marketing strategy, with particular attention paid to the evolution of consumer behavior and marketing channels. Tim Breene is CEO of Accenture Interactive, Accenture’s pioneering initiative to help companies navigate the transformation of marketing in the digital age. From 1999 through 2009, he served as a member of Accenture’s Executive Leadership Team in a variety of roles, including group chief executive of Management Consulting and chief strategy and corporate development officer.

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The Responsible Business Reimagining Sustainability and Success Carol Sanford Hardcover 368 pages April 2011

“being a Responsible Business

The Responsible Business offers a new and strategic approach to doing business that holistically integrates responsibility into all aspects of an organization, allowing for returns at every level, business and social. This book goes beyond the often well intentioned but limited attempts at sustainability to present a framework that allows organizations to bring responsibility into everything they do and re-imagine success. From innovation, product development, and production processes to business management, strategic planning, and shareholder development, the author shows how being a Responsible Business is a practical skill that can be applied day-to-day at every level of the business. No longer just the role of a department or the job of CSR professionals, successful responsibility and business efforts start at the business level, are then taken to the corporate level, and are finally applied throughout the organization. Throughout the book, illustrated by examples from technology to manufacturing, large and small, public and private, Sanford demonstrates how to make responsibility integral to all aspects of a business as an engine for innovation, profitability, and purpose.

is a practical skill that can be applied day-to-day at every level of the business

Carol Sanford has been the CEO of InterOctave, Inc., a global business resource to Fortune 500 and new economy businesses large and small, for over thirty years. In addition, Carol lectures at universities such as MIT Sloan School of Management, University of Washington Foster School of Business, and University of Michigan Ross School of Business on sustainability, business innovation, and corporate responsibility

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EXEC UTIVE

The Tao of Pooh and Te of Piglet (Wisdom of Pooh)

Benjamin Hoff Paperback 432 pages Anniversary edition edition (1 Jun 2002)

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.

Pooh’s Way of doing things seems strangely close to the ancient principle of Taoist philosophy, while Piglet exhibits the very important principle in Taoism of the Te, meaning Virtue of the Small. The author’s explanations of Taoism and Te through Pooh and Piglet show that this is not an ancient and remote philosophy but something that you can use, here and now.

Book review by Graham Rawlinson, Advisor Expert Marketeer It has been a long standing suggestion to company leaders that they should be eclectic in their reading, especially if they want to lead creative and innovative companies. So, read magazines on ‘worm farming in Korea’, books on Romance novels of Bulgaria, and Blogs on Street cleaning in SW13 (that’s an area of London). Some books of this kind stand out as basically good books for people who like to think, and think about their thinking, and The Tao of Pooh and Te of Piglet doubles as an eclectic choice and something with depth, add to that it is a bit of a fun read, especially for those who grew up on Winnie the Pooh books. The author, Benjamin Hoff, has come up with his thoughts pretty much out of the blue it seems. But let’s see what points of wisdom we can find. A few pages in, we are told about The Principle of the Uncarved Block. ‘Things in their own original simplicity contain their own natural power. This fits well with the idea that many things in life, as evolved as they are, have an emergent simplicity which comes from complexity. Most businesses seem to grow in complexity, yet businesses which make the biggest impact create simplicity from what seems complex. If you doubt that watch the film about how Facebook came about, or just think about the simplicity of Twitter. So, rule no 1, in your business, what does the Uncarved Block look, smell, taste, sound and feel like? Rule no 2 is apply the same Principle to yourself, what is it you do that is quite simply, simple? And Great! A few more pages in and we find the whole idea of Knowledge being taken apart. Rabbit is exposed as enjoying Knowledge for the sake of being clever, while Owl applies Knowledge for the sake of appearing wise, and Eeyore loves Knowledge for the sake of Complaining about Something. Hey, recognise a bit of your team here? Rule no 3 - how do your people imagine what is knowledge? There is a bit of Chinese medicine in there too. ‘One disease long life, no disease, short life.’ How odd? It is well understood now that the conquering of the Americas was as much to do with disease as with any superior forces. Rule no 4 - Exposing your company, in bits, to ‘disease’ is healthy, you learn and adapt. In the second part of the book Hoff deals with the Te of Piglet. For example, ‘Necessity is the mother of invention,’ but ‘it’s usually Observation and Imagination that deserves the credit’. This part of the book is about Getting Things Done, which is a good title for a book that has already been taken! If you take the millennia involved in the development of ‘civilisation’, Need did not lead to much invention, hence it took an awfully long time to develop, in some places, even the wheel (the Incas did not have wheels). It was Observation and Imagination that worked, somewhere the artistry delivered, in every advancing population. Rule no 5 - So the message for company leaders is, look, observe, and imagine. You can start by doing this with this book. You could try reading it to some young people and then asking them what they think about what is being said. Or you could read Winnie the Pooh instead, and ask your own questions. Either way, The Tao of Pooh and the Te of Piglet is a book that should, from time to time, be your check on reality. Rule no 6 - Buy a copy for your bank manager!

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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 Q3 2011  

Quarterly Magazine of Expert Marketeer with the newest selection of Marketing Books for the members.

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