This book is based on my theory of" />
×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Detective Marketing / Edition 3
     

Detective Marketing / Edition 3

5.0 1
by Stefan Engeseth, Magnus Eriksson
 

ISBN-10: 9163113899

ISBN-13: 9789163113895

Pub. Date: 08/28/2003

Publisher: Stefan Engeseth Publishing

This book is based 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

Overview

This book is based 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 �Jonathan 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, DaimlerChrysler, Ericsson, Berghs School of Communication, Public relations and Pharmacia Corporation. He has also taken part in the �resund Consulate�s reference group on the �resund bridge between Sweden and Denmark � one of the largest projects of its kind in Europe. He writes articles for international business magazines.

Product Details

ISBN-13:
9789163113895
Publisher:
Stefan Engeseth Publishing
Publication date:
08/28/2003
Edition description:
3rd Edition
Pages:
180
Product dimensions:
6.02(w) x 9.02(h) x 0.39(d)

Table of Contents

Foreword6
Author's Foreword - This Book Depends on You!10
1Detective Marketing Background And Methodology15
A Little Imbalance for a Lot of Creativity23
Methodology--Step By Step Chaos32
The Detective Marketing Method36
2Practical Applications51
Marketing and Sales--The Salesperson as Marketing Medium53
Marketing--The Product is its Own Spokesman61
The Company--Being ONE with the Brand74
The Visible Service Portfolio--How to Milk Cows in a City Park95
Message, Results and the Advertising Mid-Wife99
Marketing--PR and Information102
Companies and Charity--Values Are Good Product Placement104
3Creative Communication117
Creating Symbolic Brands120
Temporary Added Values125
4Distribution Creates Added Value133
The Quality of Life--Needs/Consumption135
Living--Lifestyle: "Brand Living"138
5Putting Detective Marketing Into Action141
History--The Future143
6Let's Keep In Touch147
Reading list152
Acknowledgement154

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews

Detective Marketing 5 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
If you wonder where companies such as Absolut Vodka and IKEA get their inspiration from, I can tell you: It´s all in this great book! Page after page the author gave me ideas to put my own business into higher levels. Stefan Engeseth, I love your book! It´s too bad you can´t be my every day colleague.