An intriguing business manual with an offbeat marketing message.
A marketing expert couples Kama Sutra romantic love with modern business practices to create an unusual plan for brand success.
With 35 years of experience as founder and CEO of the largest marketing research institute in Israel, Levy has found that while women hold much of the household purchasing power, they often bring “emotionality” to their shopping and use the word “love” to describe how they feel about their favorite products. Levy suggests that marketers can take emotional branding to a deeper level—by using Vatsyayana’s ancient Hindu text, the Kama Sutra, as a touchstone for effective gender marketing. The first part of this clearly written guide generally explains the Kama Sutra’s philosophies involving male/female relationships; contrary to popular belief, it’s not all about sexual positions. The second part melds Kama Sutra analogies with advertising. For example, the author suggests that the relationship between a business and its customers can be likened to a courtship and marriage—beginning with a “wooing” process by the business and continuing after the customer makes a purchase. Levy depicts marketing as an art, rather than a science; like the act of opening and drinking a fine bottle of wine, the wooing process should seduce the customer via more than one of the senses; for example, a brand logo that is both colorful and scented can make a strong, lasting impression on a consumer, he writes. Levy writes that businesses can also seduce other companies’ customers with “courtesans”—female marketers who speak highly of the brand to other women via blogs or chat rooms. Women using technology to sell products to other women is sound marketing strategy, but Levy realizes that the Kama Sutra’s language, and concepts such as the harem, may be offensive to some modern women; Levy suggests that instead of the term “harem,” marketers use “Brand Sisterhood” to refer to a group of like-minded women, free to take or leave a brand as they please. Hands-on exercises are provided at the end of each chapter, and the book’s appendix contains a list of the Kama Sutra’s 64 arts of love—such as tattooing and gardening—which can be used for sensory-marketing ideas.
An intriguing business manual with an offbeat marketing message.Pub Date: May 4, 2010
ISBN: 978-1440195549
Page Count: 248
Publisher: iUniverse
Review Posted Online: Feb. 20, 2013
Review Program: Kirkus Indie
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.
A helpful guide to working effectively with people from other cultures.
“The sad truth is that the vast majority of managers who conduct business internationally have little understanding about how culture is impacting their work,” writes Meyer, a professor at INSEAD, an international business school. Yet they face a wider array of work styles than ever before in dealing with clients, suppliers and colleagues from around the world. When is it best to speak or stay quiet? What is the role of the leader in the room? When working with foreign business people, failing to take cultural differences into account can lead to frustration, misunderstanding or worse. Based on research and her experiences teaching cross-cultural behaviors to executive students, the author examines a handful of key areas. Among others, they include communicating (Anglo-Saxons are explicit; Asians communicate implicitly, requiring listeners to read between the lines), developing a sense of trust (Brazilians do it over long lunches), and decision-making (Germans rely on consensus, Americans on one decider). In each area, the author provides a “culture map scale” that positions behaviors in more than 20 countries along a continuum, allowing readers to anticipate the preferences of individuals from a particular country: Do they like direct or indirect negative feedback? Are they rigid or flexible regarding deadlines? Do they favor verbal or written commitments? And so on. Meyer discusses managers who have faced perplexing situations, such as knowledgeable team members who fail to speak up in meetings or Indians who offer a puzzling half-shake, half-nod of the head. Cultural differences—not personality quirks—are the motivating factors behind many behavioral styles. Depending on our cultures, we understand the world in a particular way, find certain arguments persuasive or lacking merit, and consider some ways of making decisions or measuring time natural and others quite strange.
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.Pub Date: May 27, 2014
ISBN: 978-1-61039-250-1
Page Count: 288
Publisher: PublicAffairs
Review Posted Online: April 15, 2014
Kirkus Reviews Issue: May 1, 2014
Occasionally wonky but overall a good case for how the dismal science can make the world less—well, dismal.
“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. 28, 2019
Kirkus Reviews Issue: Sept. 15, 2019
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