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Our economic lives could literally stop on a dime. All it would take is an agreement redefining what a dime is, or is worth, backed by or tied to. It's happened before, and The Economist's "Buttonwood" columnist Philip Coggan believes it will inevitably happen again as the great international play of creditors and debtors enters its next act.
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From the authors of Where Does the Money Go? : Your Guided Tour to the Federal Budget Crisis and Who Turned Out the Lights? : Your Guided Tour to the Energy Crisis, comes a new book about an issue of grave national importance that has touched most of our lives recently, and will be central to the political debate this election year.
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Selling to consumers is different than selling to businesses. Most marketers and business strategists understand this empirically, but it doesn’t stop them from trying to use celebrity spokespeople and other tried and true consumer approaches to sell to business markets.
Why is this the case?
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Over the course of several decades in business, David Novak has worked his way up in the Pepsi Cola North America Co. through sales and marketing, into what was then its fast food division. In the late 1990s, the restaurants were spun off into a separate company and Novak went with them.
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"The National Leadership Index 2010, compiled by the Center for Public Leadership at Harvard University's John F. Kennedy School of Government, showed that American's confidence in their leaders was 'significantly below average' for a third year in a row. " From Values to Action, page 3.
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