Nirmaliya Kumar, Marketing as Strategy

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Ideally, only those people who want to “break the market” and believe that they can do it should remain in the marketing department. The rest should be mercilessly dismissed, regardless of their experience, knowledge and past achievements. They should be replaced by new future stars of marketing and sales, the search for whom should be ongoing.

Thank you for such a high assessment of my work. I believe that everyone should do only what satisfies 3 criteria: 1) you would do it even for free, because you really enjoy this activity; 2) you can make money spain cell phone number list on it and have found a suitable business model (or are looking for one and believe in success; 3) you can become the best in the world in this field. These three simple criteria make up the “concept of three intersecting circles” described in the book “From Good to Great” by Jim Collins. Since about 2004, I have been trying to act according to these rules. I am inspired by the work itself. I love challenges and am ready to respond to them.

4) In your opinion, what are the 3 best books for a marketing director?


Roger Best, "Consumer Marketing"

Neresh Malhotra "Marketing Research"

5) Andrey, your project HiBrand is one of the most famous in the marketing industry in Russia and the CIS. You put a lot of your energy, talent, and soul into it. What inspires you?

I do not look to others and I do not have idols, although there are people I admire. First of all, these are Marvin Bower (founder of McKinsey & Company), Walter Landor (founder of Landor Associates) and Akio Morita (co-founder of Sony). Unfortunately, they are no longer alive and I did not have a chance to personally communicate with them. Among modern gurus, I like Wally Olins (co-founder of Wolff Olins), Tony Spaeth (Identityworks.com) and Gerard Caron (Admirabledesign.fr) — I know them well and communicate with them. Among Russian-speaking experts, I respect Sergey Khromov-Borisov, Mikhail Dymshits, Dmitry Balabolin, Igor Mann, Igor Kachalov and Andrey Dligach the most — I am friends with all of them, learn from them and admire their talents. I am also very inspired by my family — my wife Olga and sons Alan (4 years old) and Martin (6 months). To be able to take them to the Seychelles, I have to work very hard :о)