Marketing Magazine Subscriptions

Question: How many subscription vouchers can you find in one single copy of Harvard Business Review?

Answer: 4!

Yes, 4 very different designs of subscription coupons; targeted at different types of readers.

Only, as a reader, I ended up with the four coupons in my hand puzzled about which one to fill! At the end of the day it's the same message phrased differently to appeal to as many people as possible...

Which one would you go for?

• Self development
• Direct marketing
• Invitation letter
• Online incentive

Emotions' Influence on Business

Reading the Harvard Business Review's January-February 2010 issue, (with a new, seemingly more "interactive format", which I heartily disliked - but maybe I am just being resistant to change), I have come to ponder over human behavior in professional settings.

Subsequent to a research that claims measuring the power of charisma and another that attests to the long term effects of short term emotions both factors seriously damaging decision making, I am left questioning the rational behind business decisions.

The first research assumes that detecting "honest signals" would translate into disregarding the quality of the content of a pitch in favor of the enthusiastic and positive presenter. While the second claims that people are highly affected by their emotions when it comes to taking a decision; and consequently might make a wrong reaction simply because of a previously displayed bad mood.

This brings back to mind the book "Who moved my cheese" and the weaknesses we face as compared to less complex creatures. How dependent are we on our emotional status?

A Tribute to Theodore Levitt

I have known his concepts and teachings for years, but it wasn't until recently that I got to know his name. Theodore Levitt is, to me, a man who made of marketing a respected science. Known for his provocative style and practice-oriented thoughts; he transformed a theory-based subject into a business focal point.
From the product life cycle concept to his marketing myopia article, Levitt never ceased to amaze. Although not always accurate, he often created a rave of thoughts and lead others to analyze and look into things they tend to dismiss.
His numerous articles in the Harvard Business Review showcase his talents for, not only ingenuous thinking, but also conveying a message; a real marketer. He has been known to "market" marketing itself, as he strongly believed in its power and relevance in the business world. He has also been attributed the introduction of the term globalization into a futuristic market outlook...
A genius, in one word.