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

ISBN-13: 9780471236085 / Angielski / Twarda / 2002 / 120 str.

Jack Trout

Opis

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.

Recenzje

"...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)

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.

O autorze

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.

Blurb

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