A Genies Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius

A Top Management Survival Guide
The era of the celebrity CEO is over. Savage press coverage, warring boards, and a distrustful public are putting more pressure than ever on CEOs to perform at every level–including tough marketing calls they might not have the background to make. So, if your PC doesn′t come equipped with a genie, here are a few of the things Jack Trout′s A Genie′s Wisdom will teach you:
∗ How branding works
∗ How to design a product strategy
∗ How to get pricing right
∗ How to conduct good research
∗ How to choose and use logos
∗ How to avoid the most common marketing mistakes
In addition, there are other quick tips you can′t afford to miss. So stop wishing for answers and get in the know–before your career goes up in smoke.
"Gimmicks may come and gimmicks may go, but Jack′s principles and insights–over the long haul–are winners."
–John Schnatter, CEO, Papa John′s International

Spis treści:
The Story Behind the Fable.
Chapter 1. The Arrival.
Chapter 2. What Is the Essence of Marketing?
Chapter 3. What′s Branding All About?
Chapter 4. What Should Be My Product Strategy?
Chapter 5. How Do I Get My Pricing Right?
Chapter 6. Are There Limits to Growth?
Chapter 7. What Is Good Research?
Chapter 8. How Do I Evaluate Advertising?
Chapter 9. How Do I Pick the Right Medium?
Chapter 10. How Important Are Logos?
Chapter 11. What Mistakes Are Made Most Often?
Epilogue.

Nota biograficzna:
JACK TROUT is President of Trout & Partners, one of the most prestigious marketing firms in the United States, with offices in thirteen countries. Recognized as a top marketing guru, Trout popularized the idea of "positioning" products in the minds of customers. He is the author of numerous books on the art of marketing, including Differentiate or Die: Survival in Our Era of Killer Competition and Big Brands, Big Trouble: Lessons Learned the Hard Way, both from Wiley.

Okładka tylna:
A Top Management Survival Guide
The era of the celebrity CEO is over. Savage press coverage, warring boards, and a distrustful public are putting more pressure than ever on CEOs to perform at every level–including tough marketing calls they might not have the background to make. So, if your PC doesn′t come equipped with a genie, here are a few of the things Jack Trout′s A Genie′s Wisdom will teach you:
∗ How branding works
∗ How to design a product strategy
∗ How to get pricing right
∗ How to conduct good research
∗ How to choose and use logos
∗ How to avoid the most common marketing mistakes
In addition, there are other quick tips you can′t afford to miss. So stop wishing for answers and get in the know–before your career goes up in smoke.
"Gimmicks may come and gimmicks may go, but Jack′s principles and insights–over the long haul–are winners."
–John Schnatter, CEO, Papa John′s International