Authoritative, timely, and forward-looking marketing advice.

THE PURPOSE-DRIVEN MARKETING HANDBOOK

HOW TO DISCOVER YOUR IMPACT AND COMMUNICATE YOUR BUSINESS SUSTAINABILITY STORY TO GROW SALES, RETAIN TALENT, AND ATTRACT INVESTORS

A guide offers an intriguing perspective on business that views purpose in a broad context.

With an unusual background in both corporate human resources and investor relations, Pierroz urges business leaders to unearth their organizations’ “unique impact and contribution to society,” their “purpose in this world.” By intermingling the notion of purpose with the relatively new concept of sustainability, the author makes clear his belief that developing and marketing a brand today require a good deal of both. This comprehensive book is comprised of five sections that logically build on one another. The first section is a solid primer on sustainability that provides an overview of climate essentials, including carbon emissions, rising temperatures, and a useful discussion of the concept of “net zero.” Section 2 outlines the disruptive changes brought about by the current business focus on sustainability. A chapter that uses the United Nations Sustainable Development Goals as a reference point to set sustainability strategies is particularly valuable. In the third section, Pierroz turns his attention to execution, explaining in detail the implementation of “The Impact Model,” a way to identify the economic, stakeholder, utilization, and societal impacts of an organization. Section 4 pays homage to engagement with stakeholders, both external and internal; here, the author lobbies for the creation of a “sustainability operating system” in midsize to large organizations. Section 5 is a purpose-driven marketing action plan of sorts. One of the more captivating ideas Pierroz proposes in the last section is starting a “virtual project management office (VPMO)….VPMOs are temporary organizations assembled to support large scale projects or dynamic initiatives that require information access, content management, and accountability.” The manual delivers a convincing argument that purpose and sustainability play integral roles in marketing a brand. It goes without saying that initiatives such as the ones the author describes are driven from the top; he writes that a “leader’s role is to continually align their organization to its purpose.” Writing with a command of the topic and citing meaningful examples, Pierroz supplies worthwhile strategic insights that should be food for thought for any business leader.

Authoritative, timely, and forward-looking marketing advice.

Pub Date: July 14, 2021

ISBN: 978-1-77781-530-1

Page Count: 292

Publisher: Race Gate Inc

Review Posted Online: Oct. 6, 2021

Kirkus Reviews Issue: Nov. 15, 2021

Did you like this book?

No Comments Yet

Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our...

THINKING, FAST AND SLOW

A psychologist and Nobel Prize winner summarizes and synthesizes the recent decades of research on intuition and systematic thinking.

The author of several scholarly texts, Kahneman (Emeritus Psychology and Public Affairs/Princeton Univ.) now offers general readers not just the findings of psychological research but also a better understanding of how research questions arise and how scholars systematically frame and answer them. He begins with the distinction between System 1 and System 2 mental operations, the former referring to quick, automatic thought, the latter to more effortful, overt thinking. We rely heavily, writes, on System 1, resorting to the higher-energy System 2 only when we need or want to. Kahneman continually refers to System 2 as “lazy”: We don’t want to think rigorously about something. The author then explores the nuances of our two-system minds, showing how they perform in various situations. Psychological experiments have repeatedly revealed that our intuitions are generally wrong, that our assessments are based on biases and that our System 1 hates doubt and despises ambiguity. Kahneman largely avoids jargon; when he does use some (“heuristics,” for example), he argues that such terms really ought to join our everyday vocabulary. He reviews many fundamental concepts in psychology and statistics (regression to the mean, the narrative fallacy, the optimistic bias), showing how they relate to his overall concerns about how we think and why we make the decisions that we do. Some of the later chapters (dealing with risk-taking and statistics and probabilities) are denser than others (some readers may resent such demands on System 2!), but the passages that deal with the economic and political implications of the research are gripping.

Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our minds.

Pub Date: Nov. 1, 2011

ISBN: 978-0-374-27563-1

Page Count: 512

Publisher: Farrar, Straus and Giroux

Review Posted Online: Sept. 4, 2011

Kirkus Reviews Issue: Sept. 15, 2011

Did you like this book?

Occasionally wonky but overall a good case for how the dismal science can make the world less—well, dismal.

GOOD ECONOMICS FOR HARD TIMES

“Quality of life means more than just consumption”: Two MIT economists urge that a smarter, more politically aware economics be brought to bear on social issues.

It’s no secret, write Banerjee and Duflo (co-authors: Poor Economics: A Radical Rethinking of the Way To Fight Global Poverty, 2011), that “we seem to have fallen on hard times.” Immigration, trade, inequality, and taxation problems present themselves daily, and they seem to be intractable. Economics can be put to use in figuring out these big-issue questions. Data can be adduced, for example, to answer the question of whether immigration tends to suppress wages. The answer: “There is no evidence low-skilled migration to rich countries drives wage and employment down for the natives.” In fact, it opens up opportunities for those natives by freeing them to look for better work. The problem becomes thornier when it comes to the matter of free trade; as the authors observe, “left-behind people live in left-behind places,” which explains why regional poverty descended on Appalachia when so many manufacturing jobs left for China in the age of globalism, leaving behind not just left-behind people but also people ripe for exploitation by nationalist politicians. The authors add, interestingly, that the same thing occurred in parts of Germany, Spain, and Norway that fell victim to the “China shock.” In what they call a “slightly technical aside,” they build a case for addressing trade issues not with trade wars but with consumption taxes: “It makes no sense to ask agricultural workers to lose their jobs just so steelworkers can keep theirs, which is what tariffs accomplish.” Policymakers might want to consider such counsel, especially when it is coupled with the observation that free trade benefits workers in poor countries but punishes workers in rich ones.

Occasionally wonky but overall a good case for how the dismal science can make the world less—well, dismal.

Pub Date: Nov. 12, 2019

ISBN: 978-1-61039-950-0

Page Count: 432

Publisher: PublicAffairs

Review Posted Online: Aug. 29, 2019

Kirkus Reviews Issue: Sept. 15, 2019

Did you like this book?

more