his is a UK take on a US-style marketing management through popular psychology book. Mark Earls works in marketing, worships Rugby and sings in a ska group. He writes well (which kept me going because I soon discovered that I wasn't really interested in marketing) but I suspect the shallowness of his research (despite lots of references he is prone to relying too much on a few academic authors and bulking this out with websites and newspapers). He is well described in the blurb as Malcolm Gladwell on speed.
His essential thesis is that we are 'super-social' animals and that therefore classical economics, marketing and management with their attempts to understand the group as the aggregate of the individuals are wrong. Rather, you need to understand the interactions in the complex organism-ations.
Most market people seek to develop one way channels of communication in an attempt to persuade people to buy their products. They fail to realise that the best marketing is done by peer-to-peer networks of word of mouth. The only way to market in the future is through developing trust by having sincere beliefs and being truly interested in other people.
On the way I learned that the Broken Windows approach to fighting crime in NY was to always mend broken windows and clean up graffiti because by taking care of the details we can persuade people that they want to live better lives and so they will start to behave in line with our aspirations. Or maybe just copy us (super-social apes imitate one another a lot) by mending their own windows and cleaning up their own graffiti. Perhaps this would also work when trying to persuade pupils to do homework.
Interesting but not overwhelmingly so. April 2012; 370 pages
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