Testimonials:Press
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Manageris
By Jean-Noël Kapferer,
Professor of Marketing at HEC.
his book is a rare find. Behind a deceptively bland cover and a very traditional title hides a must-read. Not because this is the book to have read, but because you should read it. Just who wrote it anyway? A relative unknown. This book was not penned by a consultant from a major consulting firm, or a self-proclaimed guru, but rather a man with experience in the field—and strategy. Moreover, the author, Jacques Neirynck, comes from a high-tech company, Xerox. This is a refreshing change from marketing books that seem to know only Nike or Coca-Cola.
So why is this book such a rare find? Les paradoxes du marketing reminds us that the corporate world is driven by managerial trends. Suddenly, everyone is talking about total quality, quality circles, and so forth. Then, nothing but benchmarking will be on everyone’s lips. Then a globalization frenzy takes over, followed by an obsession with the customer and the customer-oriented company. In a word, a concept or trend is swept away as others take its place. We management professors are well aware of this phenomenon. When a new trend catches on, we must follow with our courses and seminars, and offer insights on the absolute need for the concept or practice in question. The idea market lives through a series of relays and a rapid replacement cycle.
But what happens to these concepts in companies? Why do they so often lead to results that are exactly the opposite of what was expected? Why, instead of improving company performance, do they actually reduce it at times? I have some bad news for the “experts.” These concepts have to be experienced in the field to be able to be judged with sufficient hindsight. By then, the consultants have changed their song and are touting other, more trendy concepts.
Far from being didactic, Jacques Neirynck reminds us of several vital truths. The most cutting truth for idea market and managerial strategy players is that “principles are made to be forgotten, otherwise where will innovation come from?” This is a tough blow to the “experts” who give courses and seminars based on these very principles! If a strategy exists in theory and is widely practiced, it becomes a source of commoditization. Instead, strategy should be used to promote differentiation.
Another essential truth: satisfying the customer is necessary, but insufficient! Benchmarking is a source of imitation, etc.
One driving message can be felt behind every chapter, i.e. avoid what produces conformity and imitation and continuously seek differentiation.
This is an interesting book based on experience that conveys many messages through new cases and well-shaped formulas. It is indeed a find in the flood of management books. Finally, let’s not forget the pleasure of reading a book written in French.
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L'opinion de « Résumés » du groupe L’expansion :
« Le marketing concurrentiel est le domaine d’excellence de Jacques Neirynck, qui se distingue également par un don remarquable pour la pédagogie. Il en faut pour oser intituler un ouvrage de marketing « Le marketing sans marketing ».
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L’entreprise – Magalie Claustres
Le marketing à la Procter aurait-il vécu ? Oui répond Jacques Neirynck dans son ouvrage « Le marketing sans marketing ». A trop vouloir la rationaliser, la pratique du marketing tue la créativité.
Et si, pour retrouver la créativité, il fallait tuer le marketing de papa ? Dans son ouvrage « Le marketing sans marketing », Jacques Neirynck* s’amuse à le prouver. Exit les stratégies de conquêtes de part de marché, les études de recherche et développement, les enquêtes auprès de consommateurs, le benchmarking. Nées dans les années 1960, ces techniques ne sont plus incontournables. Pire, elles comportent un effet pervers: le panurgisme. Et conduisent à l'uniformisation des produits vendus. Soit exactement l'inverse de la mission assignée au marketing. Pour l'auteur, les gagnants d’aujourd’hui sont ceux qui inventent leur propre modèle, explorant les chemins de la singularité.
Ce livre est une vraie leçon d’optimisme. .
De quoi mettre du baume au coeur aux PME.
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« On the fly » testimonials
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«An excellent speech. Very good presentation! Practically, lively, and very interesting! Very positive. I would have appreciated one half day more! This guy is great! Good trainer which can hold your attention. Very interesting in confirming accepted theory and practices - yet no direct examples as warning practices. Would be helpful to take example (business case) and translate it to Somfy. It is always more easy in theory than in real life. But it is wise to learn different point of view and approch. Jack is a good professor who is rich in business experiences, and he can teach us what we really need and never heard before”
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«Until now, i think he is the best instructor i have seen in CNAM. Hope that we can have more professor like him”
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«I am very appy to be your student in the marketing course. I do not know how to express my admiration and my impression on your lectures. You have provided my classmates and me the knowledge of marketing wonderland, encouraged us to explore our own strengths, and given us belief of our own abilites.
I am externally grateful for your enthusiasms and academic reputation. Your professional experiences bring the wonderful study environment for us”
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«On a personal note, i also wanted to say thank you for the course this term. I found it very interesting and i learned a lot!! It whas a real pleasur.
His slides are beautiful and striking. Jacques is not only an excellent instructor, but also an artist and philosopher.
The best teacher! Creative, open for us and with huge knowledge! ”
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« I was very happy to be your student in the marketing course. I do not know how to express my admiration and my impression on your lectures. You have provided my classmates and me with the knowledge of the marketing wonderland, encouraged us to explore our own strengths, and given us the belief of our own abilities. I am externally grateful for your enthusiasms and academic reputation. Your professional experiences are building a wonderful study environment for us. We have been learning not only the marketing intelligence but also developed our awn way of thinking on the various marketing topics you assigned to us. Again, please accept my deeply thanks for all extraordinary classes you offered us.”
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J'ai lu votre livre "les 5 règles d'or". Un titre un peu trop marketé mais qui, je vous rassure, ne traduit pas l'état d'esprit singulier de votre approche.
Le seul inconvénient de cet ouvrage est le manque ainsi crée et cette envie irrésistible de ce précipiter à la Fnac pour dévorer "le marketing sans marketing"
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« …J’ai arpenté vos cinq règles d’or avec un intérêt vorace…Que faire de ces « entreprises carafes », aux statuts immuables, à la gouvernance déficiente quand elle n’est pas inexistante, au processus décisionnaire lourdingue, à la clientèle captive et au marché fermé pour raisons politiques … ? »
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« Je vous conseille également le livre « Le marketing sans marketing » de Jacques Neirynck. Objectif :vous apprendre comment vous positionner par rapport à vos clients, plus que par rapport à vos concurrents. Très agréable à lire, plein d’exemple sur des cas concrets. Stimulant pour l’entrepreneur ! »
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Une approche réaliste, fondée sur l'expérience professionnelle et
étayée par les diverses théories américaines et européennes.
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Un éclairage objectif et nuancé sur les concepts marketing et leurs
utilisations pour décider en connaissance de cause.
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