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”, “Spread Panic” – these are some of the key ways to make shark food out of market leaders. Building on the success of the first edition of Sharkonomics (2012), this expanded and updated edition provides an inspiring perspective on competing in business and how companies of any size can create a presence for themselves in their market. “Stefan not only uses the ‘shark’ metaphor but has actually swam in shark waters to absorb the drama of life and death. He describes the attack stratagems of a shark but respects the intended victims enough to show how they can defend themselves.
Some really good examples of business metaphors" TOMPETERS! "There are a number of good ways to get an idea. Sleep on it, go for a walk or read Stefan Engeseth's new book. The sleeping and walking ways will be greatly enhanced if you read Detective Marketing first." AL RIES, CHAIRMAN, RIES & RIES "In his book Detective Marketing, Stefan has succeeded in creating what we always strive for: simplicity, clarity, perfection." CLAES ANDREASSON, DIRECTOR, ABSOLUT AKADEMI, THE ABSOLUT COMPANY "Straightforward thinking. It's thought provoking. He's taking the Pepper's One-to-One philosophy a step forward." BRAND REPUBLIC "Totally crap!!!" ANONYMOUS CRITIC ABOUT THE BOOK: This book is base on my theory of creative business and the meeting of minds. Because this requires a certain mindset from the reader, my readers are primarily professionals in IT, PR, corporate communications, advertising, marketing and sales. Creativity, however, knows no boundaries. No matter what your profession is, Detective Marketing can help you grow. ABOUT THE AUTHOR: Stefan Engeseth has been called everything from consultant to chaos pilot. A well known lecturer and writer, Stefan has built a solid reputation as a sort of 'Jonathon Livingston Seagull' of the business world. Over the years, he has worked with such diverse companies as Letsbuyit.com and the Swedish Postal Service. He has held over 500 lectures and workshops internationally at corporations and academic institutions attended by the University of Stockholm, Pace University (New York), IIU, IIR, BMW, J Walter Thompson, Leo Burnett, Daimler Chrysler, Ericsson, Berghs School of Communication, Public Relations and Pharmacia Corporation. He has also taken part in the Oresund Consulate's reference group on the Oresund bridge between Sweden and Denmark - one of the largest projects of its kind in Europe. He writes articles for international business magazines.
* 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.
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.
Nature is much smarter than the likes of Stanford, Harvard, MIT, McKinsey, Boston Consulting Group, Bain, IBM, Apple and all of the other Fortune 500 companies. In nature, sharks have to move to survive. But in business most market leaders do not, because they are stuck in history--and eventually become shark food. Sharks don't perform by producing endless Power Points; they bite into market share. Sharkonomics will reveal how the logos of market leaders will have more bites taken out of them than a seal after a shark picnic. This book is inspired by Mother Nature's sharks which have been around for more than 420 million years and completed numerous strategic moves. It will prepare you to jump into the water and attack the market. Economic competition is increasing rapidly and reduced resources will increase that further. Economist Joseph Schumpeter (1883-1950) came up with the term "creative destruction" to demonstrate why companies need to innovate constantly in order to survive. In my opinion Schumpeter was converting the saying "eat or be eaten" into economic terms. Sharkonomics is a further enhancement of this: "read this book and take a bite". Sharkonomics will reveal where and how to attack companies such as Apple, through some of the enormous blind spots they are unaware of and through mistakes in their defence strategies.
The power of the consumer is stronger than ever. Yet, the gap between what a company promises and what consumers experience has never been larger. If companies are to survive and grow in this age of the consumer, drastic action is needed. This provocative book offers a platform for such action. Stefan Engeseth argues that companies must change impersonal environments into ones designed to interact with customers. Companies must let customers into the process of creating new products and services, and even into marketing and selling. Why not invite customers to the next board or management meeting? Already, companies such as eBay, Amazon, and Procter & Gamble are making millions by working with - instead of against - consumer power. ONE offers tools, methods and the inspiration to bring customers closer to the company. It will radically change the way managers view customers and the way the company relates to them.
Nature is much smarter than the likes of Stanford, Harvard, MIT, McKinsey, Boston Consulting Group, Bain, IBM, Apple and all of the other Fortune 500 companies. In nature, sharks have to move to survive. But in business most market leaders do not, because they are stuck in history--and eventually become shark food. Sharks don't perform by producing endless Power Points; they bite into market share. Sharkonomics will reveal how the logos of market leaders will have more bites taken out of them than a seal after a shark picnic. This book is inspired by Mother Nature's sharks which have been around for more than 420 million years and completed numerous strategic moves. It will prepare you to jump into the water and attack the market. Economic competition is increasing rapidly and reduced resources will increase that further. Economist Joseph Schumpeter (1883-1950) came up with the term "creative destruction" to demonstrate why companies need to innovate constantly in order to survive. In my opinion Schumpeter was converting the saying "eat or be eaten" into economic terms. Sharkonomics is a further enhancement of this: "read this book and take a bite". Sharkonomics will reveal where and how to attack companies such as Apple, through some of the enormous blind spots they are unaware of and through mistakes in their defence strategies.
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”, “Spread Panic” – these are some of the key ways to make shark food out of market leaders. Building on the success of the first edition of Sharkonomics (2012), this expanded and updated edition provides an inspiring perspective on competing in business and how companies of any size can create a presence for themselves in their market. “Stefan not only uses the ‘shark’ metaphor but has actually swam in shark waters to absorb the drama of life and death. He describes the attack stratagems of a shark but respects the intended victims enough to show how they can defend themselves.
The power of the consumer is stronger than ever. Yet, the gap between what a company promises and what consumers experience has never been larger. If companies are to survive and grow in this age of the consumer, drastic action is needed. This provocative book offers a platform for such action. Stefan Engeseth argues that companies must change impersonal environments into ones designed to interact with customers. Companies must let customers into the process of creating new products and services, and even into marketing and selling. Why not invite customers to the next board or management meeting? Already, companies such as eBay, Amazon, and Procter & Gamble are making millions by working with - instead of against - consumer power. ONE offers tools, methods and the inspiration to bring customers closer to the company. It will radically change the way managers view customers and the way the company relates to them.
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