The Momentum Effect

I encourage all of you to take a look at the video and the book “The Momentum Effect” by Jean-Claude Larréché, the Alfred H. Heineken Chaired Professor of Marketing at INSEAD.  This is a fascinating way to look at driving the market, growing market share without having to increase investment (e.g.  getting efficiency out of advertising and marketing in general).  Value creation and innovation need to be considered by all CMO’s as we move forward… emotion has a critical impact on the customer and how we satisfy their needs and requirements.  Enjoy!

http://knowledge.insead.edu/TheMomentumEffect080607.cfm?vid=52

Scott