A Genie's Wisdom
A Fable of How a CEO Learned to Be a Marketing Genius
A Top Management Survival GuideThe 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 mistakesIn addition, there are other quick tips you can't afford t…
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Produktdetails
- ISBN: 978-0-471-23608-5
- EAN: 9780471236085
- Produktnummer: 1175025
- Verlag: John Wiley & Sons, Inc.
- Sprache: Englisch
- Erscheinungsjahr: 2002
- Seitenangabe: 132 S.
- Masse: H22.2 cm x B14.5 cm x D1.0 cm 309 g
- Abbildungen: HC gerader Rücken kaschiert
- Gewicht: 309
Über den Autor
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.
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