We requested the Dean of Stockholm School of Economics Russia to choose the best books from the huge mass of business literature.
[Dean of Stockholm School of Economics Russia]
"Theory of Leisure Class"
One of the most important works of sociologist Thorstein Veblen and the key for understanding of modern marketing. The main idea of the book is based on a notice according to which people never "buy things just so." According to Veblen, everyone has a motive that encourages him for purchase of, for example, clothes. People often go into purchase "for the sake of demonstrative splendor." In other words, advantages of an object and not its attributes manage behavior of people and wish to make a purchase. In contemporary world there are enough examples when companies underestimate importance of this statement. This often happens to the companies that work in the sector of high technologies. One of the rare exceptions is corporation Apple executives of which understand that "buyer will be spared of tortures of choice if a ready-made solution is offered to him." For many people this is the advantage.
"The Hidden Persuaders"
Packard lifts the veil above the arsenal of hidden psychological stereotypes that are exploited by companies during communication with potential clients persuading them to make a purchase. The author classified these stereotypes of human behave having called them "eight hidden needs." Motivation that urges a person to make purchases is based on these needs in majority of cases. "Need for emotional safety" is a hidden motive on the basis of which it is possible to sell even such simple thing as refrigerator. "Immortality" is another motive that allows promotion of life insurance on the market. It is possible to notice that a part of these motives can inspire the consumer and contribute to development of passion of purchase approximately in the spirit how it is written in Veblen's book. However, Packard points at an even more important property of "eight needs" and stresses that they represent a convenient (hidden) took that allows demonstration of the nature of power of companies over them to consumers.
"Psychology of Persuasion"
We feel permanent need to influence other people pursuing our own interests. Cialdini demonstrates some tools of influence with assistance of which we successfully make a path in the society even when we intervene deliberately or not into the areas where appears a probability to encounter ability of other people to resist due to this or that reason. It is not necessary to think for a long time to understand that these tools are very important for business too. One of these tools is "mutual exchange." Its effect is based on psychological peculiarity of a person who feels a need having received a kind of benefit to give something in exchange.
Effect of another tool, "difficulty to access," is based on increase of a wish to have something if it is difficult to get this object. Importance of these tools for business is eternal but, what is the most interesting, even under condition of ability to use them and in case of a proper level of training we most often become victims of their use regardless of education and other qualities.
Declaration of market orientation of an enterprise alone is insufficient to have it. For achievement of real orientation at the market business should, first of all, perceive market philosophy of management and learn to use it in practice. For this purpose it is necessary to permanently watch the market parameters and to build structure of an organization being oriented at the market. It is necessary to create corporate culture in the framework of which all employees react to needs of clients and changes of market situation quickly. This is said in one of the best books on marketing that demonstrates influence of various tools on profitability and profit.
The book of Roget Best differs from numerous theoretical research reports: special attention is paid to practical results of work of the company. "Market-Based Management" I a successful attempt to unite theory and practical advice under one book cover.
"No Logo. Taking Aim at the Brand Bullies"
No Logo is an economic and culturological research of Canadian journalist Naomi Klein. The book that is considered manifest of anti-globalism discloses the reasons of the main conflicts between big corporations and ordinary people. The research report that consists of four parts speaks about the most unseemly manifestations of activity of big corporations: about exploitation of cheap labor force on the American continent and in Asia, corporate censorship etc. The first three parts are dedicated to negative consequences of corporate activity. The fourth part discusses various methods that are used by the people who struggle against big brands like "culture of interferences" or demonstrations of anti-globalists. Special attention is paid to favorable and to harmful effect of such big corporations as Nike, Gap, McDonald's, Shell and Microsoft on the society.