A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius
Автор:Jack Trout Год: 2003 Издание:John Wiley and Sons, Ltd Страниц: 128 ISBN: 047123608, 047123608X, 047123608X Newly appointed CEO B.J.Bigdome struggles in his attempt to develop a strategy for effectively marketing his products. Without a background in marketing, Bigdome doesn't know who to turn to for reliable advice - until a genie appears with solutions to all his most pressing quandaries. It's the same genie responsible for earth-shattering company turnarounds, super marketing innovations, and the success of headline CEOs. Through ten succinct chapters, the genie answers these ten fundamental questions: What is the essence of marketing? What's branding all about? What should be my product strategy? How do I get my pricing right? Are there limits to growth? What is good research? How do I evaluate advertising? How do I pick the right medium? How important are logos? What mistakes are made most often? This simple, handy book answers all these questions by illuminating...
