Capa3.indd

Orivaldo O. Gallasso M A I O / J U N H O D E 2 0 0 6 – REVISTA DA ESPM ES PM In fact, there is only one way to suc- cess in sales: ethics. Top salespeople are ethical; they behave ethically with their colleagues, in and out of the office, with their families, and, most of all, with their clients and with their superiors. Behind every great salesman or saleswoman there is a great person. And to be ethical, you must not only distinguish between good and evil, but put it into practice at all times. It’s one or the other; there is no ethical “ middle-of-the-road”. THE “LEADERSHIP PARADOX” IN POST-MODERN SOCIETY F ÁTIMA M OTTA pAgE 50 In our postmodern society, leaders may count on the support of a wide array of technological facilities, but they also face difficulties that are inherent to our epoch, such as high pressure for results, lack of time, anxiety, stress and the loss of one’s own self. As they feel oppressed (and oppress others) they often make wrong decisions and fail to keep their best talents. The more it is demanded from them, the guiltier they feel. The article deals with ways toward a more effective attitude for corporate leaders, with emphasis on the capabilities of pausing, re-evaluating, choosing, acting and living on the basis of more human values, which may bring back their sense of mission and the conception of work as something almost sacred – to develop, strengthen and accomplish the individual life. SOCIO-ENVIRONMENTAL RESPONSIBILITY AND THE PUBLIC IMAGE OF ADVERTISING F RANCISCO G RACIOSO pAgE 60 The idea of a better world, where equality of individuals and the love of nature prevail, is not new. As the author puts it, this is an old dream of mankind through many generations. In today’s competitive and impersonal world, such notions seem to become ever more utopian. And they are even more so, where the activity of advertising is concerned. The author refers to the recent IV Brazilian Congress of Advertising, and comments on the recommendations which were made by the participants, reflecting the widespread concern of advertising professionals with the subject, which became objective and clear proposals for a strong positioning of the segment. RELATIONS WITH INVESTORS: THE IMPACT OF FINANCIAL CAPITALISM ON THE DEVELOP- MENT OF TALENTS FOR THE GLOBAL MARKET FOR CAPITALS S ÉRGIO P IO B ERNARDES pAgE 76 A tongue-in-cheek comment is made, in Brazil, that the world discovered Brazil in the year 1500, but that the country discovered the world a bare 18 years ago... Be that is it may, the fact is that the growing global market for capitals has led many companies to set up their own departments to deal with investors. It has not been easy, however, to find the right professionals to take charge of this important task, since the existing schooling and training tends to be traditional and do not emphasize the needed competences in a global scenery. In the article it is suggested that the right person to perform in the new Investor Relations Department is the “ Corporate Diplomat”, whose skills must mingle proficiency in investor relations with a solid knowledge of the international arena. THE FUTURE OF CRM I NÁ F UTINO B ARRETO / E DSON C RESCITELLI pAgE 96 The central question of today’s competitive world is how to conquer clients who are – at the same time – very demanding and very scarce... Corporations must actively face this hard reality, if they are to be effective in their goals for client-building. The article deals with some of the contemporary trends in customer relationship management, present- ing and discussing the main relationship-building actions which are actually taken, and how they should evolve to deal with the new market demands. 109 JUL O / AGOSTO DE 2008 – R E V I S T A D A E S P M