Orivaldo
O. Gallasso
M A I O
/
J U N H O
D E
2 0 0 6 –REVISTADAESPM
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,
youmust 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
pAgE50
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. Themore it
is demanded from them, the guiltier
they feel. The article deals withways
toward amore 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, whichmay 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
RESPONSIBILITYANDTHE
PUBLIC IMAGEOFADVERTISING
F
RANCISCO
G
RACIOSO
pAgE60
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 throughmany
generations. In today’s competitive
and impersonal world, such
notions seem to become ever more
utopian. And they are evenmore so,
where the activity of
advertising is concerned. The
author refers to the recent IV
Brazilian Congress of Advertising,
and comments on the
recommendations whichweremade
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.
RELATIONSWITH INVESTORS:
THE IMPACTOF FINANCIAL
CAPITALISMONTHEDEVELOP-
MENTOFTALENTS FORTHE
GLOBALMARKET FORCAPITALS
S
ÉRGIO
P
IO
B
ERNARDES
pAgE76
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 FUTUREOFCRM
I
NÁ
F
UTINO
B
ARRETO
/
E
DSON
C
RESCITELLI
pAgE96
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 theyare tobe
effective in their goals for client-building.
The article deals with some of the
contemporary trends in customer
relationshipmanagement, present-
ing and discussing themain
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
