Un mot de l'auteur
"Knowledge shared is knowledge doubled" is the theme of this book. The method is called Detective Marketing and is described in the first chapter. I began my writing career ghost writing for others, until I decided it was time to develop my own thoughts. That was in 1996 when I thought a thin book would take a couple of weeks to write. Five years later, I¹ve started to understand what Mark Twain meant when he said "I apologize for writing such a long letter. I didn¹t have time to write a short one."After years in marketing, I¹ve met many different people with different skills. What I¹ve seen too little of is a meeting of minds between these people. Close cooperation, for example, between marketing and sales people creates new opportunities for both. I am convinced that Detective Marketing can even be used by a wide variety of groups where working together can open up new doors. It has been my goal in this book to show what you can create using my method. It is becoming an increasingly visible arena where people with different backgrounds meet and thrive on the resulting synergy. Getting the most out of new technology requires new ways of working. Detective Marketing can help create a fusion of different companies into a new corporate culture. When two companies meet in the light of their differences, a new culture is born and begins to grow.
Detective Marketing is all about searching, creativity and communication between sender and receiver, two people who are just waiting to meet. A Meeting of Minds Creates New Opportunities for Growth History shows that when two cultures meet, the result is often a great leap forward. There are bridges being built all over the world, both within countries and between them. I am convinced that the mental world opens up as a result of the opening of the physical world. Bridges between schools, research areas and the corporate world have shown the benefits of working together towards a common goal.
My goal is that Detective Marketing will help you build your own bridges between your skills and the skills of others.
Welcome to an inspiring meeting of minds! Stefan Engeseth
Quatrième de couverture
Stefan Engeseth has been called everything from consultant to chaos pilot. A well-known lecture and writer, Stefan Engeseth 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 hundreds of lectures and workshops at corporations and academic institutions attended by The University of Stockholm, IIU, J. Walter Thompson, Leo Burnett, DaimlerChryler, Ericsson, BMW, Berghs School of Communication and Pharmacia Corporation. He has also taken part in the Öresund Consulate´s reference group on the Öresund bridge between Sweden and Denmark one of the largest projects. This is the first English-language edition.
In his book Detective Marketing, Stefan has succeeded in creating what we always strive for: simplicity, clarity, perfection. Using simple, yet thought-provoking examples, he manages to inspire both creativity and clear-sightedness. His hypothetical cases use humor to tickle the imagination and to shed new light on the role of common sense in marketing and communications.
Claes Andréasson, Director, Absolut Akademi, The Absolut Company This book is based on my theory of creative marketing 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.