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Genie's Wisdom : A Fable of How a CEO Learned to Be a Marketing Genius by Jack Trout (2002, Hardcover)
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About this product
Product Identifiers
PublisherWiley & Sons, Incorporated, John
ISBN-10047123608X
ISBN-139780471236085
eBay Product ID (ePID)24038656994
Product Key Features
Number of Pages128 Pages
Publication NameGenie's Wisdom : a Fable of How a Ceo Learned to Be a Marketing Genius
LanguageEnglish
SubjectMarketing / General, Consumer Guides, General
Publication Year2002
TypeNot Available
Subject AreaReference, Business & Economics
AuthorJack Trout
FormatHardcover
Dimensions
Item Height0.6 in
Item Weight10.3 Oz
Item Length8.7 in
Item Width5.7 in
Additional Product Features
LCCN2002-014454
Reviews"...a fascinating and simple read, ideal for the CEO or senior executive who wants some light-hearted yet valuable answers..." ( Professional Manager , May 2003) "...I would recommend it equally to those with little or no experience...an easy to read, accessible and lighthearted..." ( Managing Information , September 2003)
TitleLeadingA
Dewey Edition21
IllustratedYes
Dewey Decimal658.8
Table Of ContentThe 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.
Intended AudienceTrade
Synopsis"A Genie's Wisdom" ist ein praktischer Leitfaden für Marketingexperten. Auf der Basis einer lehrreichen Fabel beantwortet dieses Buch humorvoll und unterhaltsam brennende Fragen wie: Was macht erfolgreiches Marketing aus? Wie zuverlässig ist die Marktforschung? Warum müssen Veränderungen im Marketing von oben kommen? Wie teilt man Budgets zu? Und nicht zuletzt: Was ist das Wesentliche beim Marketing? Die Geschichte handelt von einem frischgebackenen CEO, der in seinem Computer auf einen dienstbaren Geist trifft. Dessen unmittelbares Ziel ist aber nicht, wie sonst üblich, aus seiner Flasche zu entweichen, sondern vielmehr wie ein Aktionär, der Hauptfigur dabei zu helfen, das Unternehmen aufzubauen, um dann aus den Belegschaftsaktien Gewinn zu schlagen. Geschrieben von Bestsellerautor Jack Trout ('Differentiate or Die' und 'Big Brands Big Trouble' - beide bei Wiley erschienen). Er hat den Begriff "Positionierung" geprägt und die Marketing-Klassiker "Positioning: The Battle for Your Mind" und "Marketing Warfare" geschrieben. Trout gilt als der international einflussreichste Marketing-Guru; zahlreiche Fortune 500 Unternehmen, wie z.B. Merrill Lynch, AT&T und IBM zählen zu seinen Stammkunden. Lehrreich, direkt, informativ und unterhaltsam! "A Genie's Wisdom" Der ultimative Crash-Kurs für gestresste Marketingleute., A compelling fable that distills the essence of genius marketing strategies The "King of Positioning" Jack Trout presents the story of PJ Bigdome, a newly appointed CEO looking for a new way to successfully learn about marketing. Luckily, within his PC lurks a genie with vast experience in the particulars of marketing (having helped out with some of the biggest marketing successes ever). As Bigdome finds answers to his most important questions, the reader learns the secrets of successful marketing, such as: the essence of marketing; how much stock to put into research; how to evaluate advertising; how to allocate budgets; and much more. A Genie's Wisdom allows Trout, a famed business visionary, to distill his years of management and marketing experience into an entertaining and educational yarn that reveals today's essential practices., 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, The Genie in the PC is a business fable that offers real, practical advice on the strategies and techniques of successful marketing. Readers will learn the essence of marketing; how much stock to put in the results of research; what leadership is really about; how marketing change comes from the top down; how to allocate budgets; and much more.
LC Classification NumberHF5415.13.T735 2003
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