Jack Trout

A Genie`s Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius

Издательство: John Wiley and Sons, Ltd, 2003 г.
0-471-23608-X
Книгопечатная продукция
Объем: 128 стр.

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 marketing`s salient points with priceless insight from Trout`s years of experience. If you`re anything like B.J.Bigdome, you could use the hard-won expertise of your own marketing genie - one with practical, straightforward advice on developing successful marketing strategies and techniques. Especially helpful for executives with little or no marketing background, "A Genie`s Wisdom" offers a quick study of ten vitally important topics in the field.

Формат: 14,5 см х 22 см.

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