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

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9780471236085: A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

From the Inside Flap :

In A Genie's Wisdom, legendary marketer and "King of Positioning" Jack Trout offers a humorous and enlightening business fable that dispenses bite-sized portions of marketing wisdom for busy managers and executives.

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.

From the Back Cover :

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

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

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Description du livre John Wiley and Sons Ltd, United States, 2002. Hardback. État : New. 1. Auflage. Language: English . Brand New Book. 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. N° de réf. du libraire AAS9780471236085

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Description du livre John Wiley and Sons Ltd, United States, 2002. Hardback. État : New. 1. Auflage. Language: English . Brand New Book. 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. N° de réf. du libraire AAS9780471236085

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