"In this book, Vieira and Almeida have leveraged their extensive knowledge bases and their experiences to comprehensively address the challenges faced by entrepreneurs and executives when they introduce an idea to market in today’s digital world. While focused on the world of start-ups, this book provides executives in all contexts an in-depth look into the complexities underlying the rapidly changing world of marketing and business in which we live. Vieira and Almeida bring all this to life in a compelling manner by using real-world examples to illustrate the issues and to highlight the solutions."
Prof Das Narayandas,
Edsel Bryant Ford Professor of Business Administration
Senior Associate Dean, External Relations
Senior Associate Dean, Harvard Business Publishing
HARVARD | BUSINESS | SCHOOL
This book is for anyone who wants to understand the increased complexities of marketing. It is specifically useful for the start-up entrepreneur and for millennials who would like their ideas to translate into successful organisations. The book creates awareness of the issues involved in the domain of marketing in our times. It tries to enable its readers to address these aspects as they develop their own solutions. Readers should be able to apply the ideas introduced in this book to their specific situations and to navigate their own roads to success with the help of this book.
Walter Vieira has spent 14 years as a corporate executive with leading multi-nationals. He has accrued 33 years of experience as a management consultant with multinationals, large Indian conglomerates, medium-sized businesses, central and state governments, NGOs, and the social sector.
He pioneered marketing consultancy in India and has engaged extensively in training and counselling corporations on cross-cultural issues in global marketing. More, he engaged in the management of NGOs.
He has worked for more than 30-years across countries and cultures: from the USA and Europe to Africa as well as South and South East Asia.
He was the founder Chairman of the Asia Pacific Conference of Management Consultants and the first President of the Institute of Management Consultants of India besides being the Chairman of ICMCI, the world apex body of management consultants.
Brian Almeida has been a customer-centric executive from the very beginning. Brian began his work life in a start-up called DIREM, but he understood even then that the winds of change were upon us already. The early years indicated the type of person he has become. Brian and his team have created and launched some of the most iconic loyalty programs in the country: the Jet privilege program, the Taj Inner Circle, the Shoppers Stop First Citizen Club, the BPCL PetroBonus, and many others. At Strategic Caravan Brian has co-founded a charity platform www.pointsforpeople.org, using his experience with loyalty programs to help members donate their points to charity. His expertise in the loyalty field is now respected globally and he is also a jury member for the Loyalty magazine awards. Brian is, in addition, a promoter of Cartesian Consulting, a leading data analytics firm. He provides an unpretentious view of how relevant insights have become to today’s world of marketing. While ‘keeping it simple’ is Cartesian’s mantra, the recognition and acquisition of requisite specialisation make the firm a leader in its space.