BOOK REVIEW Archives - Third Eyesight

Look Into Your Customer’s Eyes

Devangshu Dutta — Tue, 08 Jun 2010 01:47:54 +0000

The normal marketing funnel is described by the process Awareness, Interest, Desire and Action (or “AIDA”) which underlies the spray-and-pray approach of traditional marketing. Joseph Jaffe points out that the AIDA principle was created in times of abundant growth in the US, but is a suicidal funnel to fall into when resources are scarce. A review of his book "Flip the Funnel" [More...]

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Taming the CEO’s Nightmare

Devangshu Dutta — Tue, 11 May 2010 18:29:26 +0000

If you are sufficiently concerned about the possibility of being commoditized out of profitability, or being marginalised out of market share, this book is for you. [More...]

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DIG To Find Hidden Gold

Devangshu Dutta — Tue, 16 Oct 2007 18:24:30 +0000

"Why didn't we think of that?" In the midst of extensive research and in-depth analyses, basic insights can go unnoticed. Attention to stuff that is not so obvious to competition can lead to brilliant success such as Sony's growth through innovative products that met unexpressed consumer needs.

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Weapons of Mass Dialogue

Devangshu Dutta — Wed, 25 Jul 2007 13:30:39 +0000

The need to accept differences and the use of democratic dialogue as a process to close the gap is the basis of Arun Maira’s Discordant Democrats. While the book is largely about democracy in India, Maira draws from events, personalities and initiatives around the world to make the case for democracy as the only reasonable mechanism to manage diversity in society, and dialogue as the only reasonable mechanism to sustain it.

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