War in the Boardroom Why Left Brain Management and Right Brain Marketing Don t See Eye to Eye and What to Do About It 1st Edition by Al Ries, Laura Ries ISBN 978-0061669194 0061669199
Original price was: $50.00.$35.00Current price is: $35.00.
War in the Boardroom Why Left Brain Management and Right Brain Marketing Don t See Eye to Eye and What to Do About It 1st Edition by Al Ries, Laura Ries- Ebook PDF Instant Download/Delivery: 978-0061669194, 0061669199
Full download War in the Boardroom Why Left Brain Management and Right Brain Marketing Don t See Eye to Eye and What to Do About It 1st Edition after payment
Product details:
ISBN 10: 0061669199
ISBN 13: 978-0061669194
Author: Al Ries, Laura Ries
Renowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing—and argue that the solution lies not in
what
we think but in
how
we think
There’s a reason why the marketing programs of the auto industry, the airline industry, and many other industries are not only ineffective, but bogged down by chaos and confusion.
Management minds are not on the same wavelength as marketing minds.
What makes a good chief executive? A person who is highly verbal, logical, and analytical. Typical characteristics of a left brainer.
What makes a good marketing executive? A person who is highly visual, intuitive, and holistic. Typical characteristics of a right brainer.
These different mind-sets often result in conflicting approaches to branding, and the Ries’ thought-provoking observations—culled from years on the front lines—support this conclusion, including:
Management deals in reality. Marketing deals in perception.
Management demands better products. Marketing demands different products.
Management deals in verbal abstractions. Marketing deals in visual hammers.
Using some of the world’s most famous brands and products to illustrate their argument, the authors convincingly show why some brands succeed (Nokia, Nintendo, and Red Bull) while others decline (Saturn, Sony, and Motorola). In doing so, they sound a clarion call: to survive in today’s media-saturated society, managers must understand how to think like marketers—and vice versa. Featuring the engaging, no-holds-barred writing that readers have come to expect from Al and Laura Ries, War in the Boardroom offers a fresh look at a perennial problem and provides a game plan for companies that want to break through the deadlock and start reaping the rewards.
Table of contents:
CHAPTER 1
Management deals in reality. Marketing deals in perception.
CHAPTER 2
Management concentrates on the product. Marketing concentrates on the brand.
CHAPTER 3
Management wants to own the brand. Marketing wants to own the category.
CHAPTER 4
Management demands better products. Marketing demands different products.
CHAPTER 5
Management favors a full line. Marketing favors a narrow line.
CHAPTER 6
Management tries to expand the brand. Marketing tries to contract the brand.
CHAPTER 7
Management strives to be the “first mover.” Marketing strives to be the “first minder.”
CHAPTER 8
Management expects a “big bang” launch. Marketing expects a slow take-off.
CHAPTER 9
Management targets the center of the market. Marketing targets the ends.
CHAPTER 10
Management would like to own everything. Marketing would like to own a word.
CHAPTER 11
Management deals in verbal abstractions. Marketing deals in visual hammers.
CHAPTER 12
Management prefers a single brand. Marketing prefers multiple brands.
CHAPTER 13
Management values cleverness. Marketing values credentials.
CHAPTER 14
Management believes in double branding. Marketing believes in single branding.
CHAPTER 15
Management plans on perpetual growth. Marketing plans on market maturity.
CHAPTER 16
Management tends to kill new categories. Marketing tends to build new categories.
CHAPTER 17
Management wants to communicate. Marketing wants to position.
CHAPTER 18
Management wants customers for the long haul. Marketing is happy with a short-term fling.
CHAPTER 19
Management loves coupons and sales. Marketing loathes them.
CHAPTER 20
Management tries to copy the competition. Marketing tries to be the opposite.
CHAPTER 21
Management hates to change a name. Marketing often welcomes a name change.
CHAPTER 22
Management is bent on constant innovation. Marketing is happy with just one.
CHAPTER 23
Management has the hots for multimedia. Marketing is not so sure.
CHAPTER 24
Management focuses on the short term. Marketing focuses on the long term.
CHAPTER 25
Management counts on common sense. Marketing counts on marketing sense.
People also search for:
why was the war industries board important
why was the war industries board established
why war room
don’t fight in the war room
entering the war room
Tags: Al Ries, Laura Ries, the Boardroom, Left Brain Management