Focusing on the intersection of creativity and common sense in marketing, the book offers a fresh perspective through engaging hypothetical cases infused with humor. Written for professionals in various fields, it emphasizes the importance of a creative mindset in driving business success. The author draws from extensive practical experience, aiming to inspire readers to think differently and embrace simplicity and clarity in their marketing strategies. This energetic approach encourages growth and innovation across all professions.
Companies now operate in an environment in which the consumer is more powerful than ever, and this manual for change demonstrates how managers and entrepreneurs can make this new-found consumer power work for them. Proposing to close the gap between what customers want and what companies promise, this argues that impersonal environments must change to foster interaction and that consumers must be allowed deeper insight into the process by which companies create goods and services for them. Why limit involvement to new product testing, the book asks, when the target demographic could be on the invite list for the next board meeting? Other tools, methods, and inspirations for listening to and understanding the customer are included, as well as examples of how other companies have managed to take advantage of the consumer revolution by using marketing innovations that once seemed radical. Forward-thinking executives and managers can benefit from this unique perspective on a key issue for companies who have not yet tapped the well of consumer power.
Move business forward and drag Top Management along with you! Al Ries' best selling book, The Fall of Advertising and the Rise of PR, shook the advertising industry to the bone. The advertising world was outraged. When Ries argued that advertising just wasn't working any more, he had struck a nerve. Advertising was simply not changing with the times. Half a decade later, things have come full circle. PR is now finding its credibility in the intensive care unit. Stefan Engeseth gives the PR business the same treatment. The Fall of PR & the Rise of Advertising, with a foreword by Al Ries, analyses the enormous changes in the media landscape in PR, advertising and everything in between. Stefan Engeseth's books, Detective Marketing and ONE, have firmly established him as one of today's most refreshing business thinkers. In his latest book, The Fall of PR & the Rise of Advertising, he shows how advertising has redefined itself and re-emerged as a force to be reckoned with. Written in his trade mark, funny, original and provocative style, the book adds whole new dimensions to the business world.
Expanded and updated edition of the popular Sharkonomics- How to gain market
share for companies of any size.- Original perspective on competing in
business and what we can learn from nature- Written in a savvy and engaging
style - in the same vein as Seth Godin.
How to compete and win market share using the strategies of sharks. Ten ways, inspired by the way of the shark, to gain market share for companies of any size. Offers inspiring and original perspective on competing in business and what we can learn from nature. Sharks are nature's most revered and feared killing machines. But if you study the behaviour of sharks, you will learn they are also highly strategic and efficient in the way they survive and thrive in nature's competitive environment. Inspired by the shark's evolved (over 420 million years) instincts and strategic moves, this book provides businesses with 10 ways on how to attack the market leaders, and take market share, in your sector. 'Move or Die', 'Strike Unpredictably', 'Timing is the Key', 'Develop a Sensory System', Hunt in Packs', 'Locate the Blind Spots to Attack' - these are some of the key ways to make shark food out of market leaders. Sharkonomics provides an inspiring perspective on competing in business and how companies of any size can create a presence for themselves in their market. About the author - Stefan Engeseth is one of Europe's most radical marketing thinkers and consultants. He is the author of One and The Rise of PR and the Fall of Advertising, and speaks and lectures regularly around the world.
Lernen aus der Geschichte: die unfassbare Dummheit der Menschheit Homo sapiens? Wohl eher nicht. Wie kann es sein, dass eine an sich intelligente Spezies wie der Mensch wieder und wieder entsetzlich dumme Entscheidungen trifft? Wie können wir wissentlich Kriege anzetteln, den Planeten zerstören und so sinnlos zerstörerische Dinge wie Computerviren in die Welt setzen? All diese Fragen haben Autor Stefan Engeseth schon als Kind beschäftigt und ihm Ärger mit seinen Lehrern eingehandelt. In diesem Buch setzt er sich mit der Dummheit der Menschheit auseinander - und damit, wie wir sie möglicherweise zu unserem Vorteil nutzen können. - Wie wir durch Recycling unserer Dummheit die Welt retten - Kritisches Denken ist gefragt: Wir können es uns nicht mehr leisten, dumm zu sein - Entscheidungen treffen für eine bessere Zukunft: Was wir besser machen müssen - Interviews mit Expert:innen zu den selbstverursachten Problemen der Menschheit - Ein kluges Sachbuch mit Lösungsansätzen für einen gesellschaftlichen Wandel Warum wir es uns nicht länger leisten können, dumm zu sein Haben wir diesen Planeten wirklich verdient? Wie können wir Kinder in der Zukunft, die sie erschaffen werden, ausbilden? Warum ist die Menschheit effektiver darin, Schlechtes zu tun als Gutes? Diesen und weiteren Fragen geht Stefan Engeseth in diesem Buch auf den Grund - gemeinsam mit Expertinnen und Experten, die es wissen müssen. Und kommt dabei zu einem Schluss: Wir können es uns auf gar keinen Fall leisten, weiterhin dumme Entscheidungen zu treffen! Wie also den Homo Stupidus wieder in einen Homo Sapiens umwandeln? Oder die Dummheit nutzen, um die Welt zu retten? Trotz düsterer Wolken am Horizont: Dieses Buch bietet viele positive Denkanstöße und entwirft Szenarien für eine nachhaltige Entwicklung der Menschheit.
