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A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius
Hardcover
Publisher Price: $46.00
ISBN13: 9780471236085
Publisher: Wiley
Published: Nov 11 2002
Pages: 128
Weight: 0.61
Height: 0.57 Width: 5.76 Depth: 8.86
Language: English
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.
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