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

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

128 страниц. 2003 год.
John Wiley and Sons, Ltd
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...
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