A genie's wisdom
Subtitle: a fable of how a CEO leaned to be a marketing genius
By: Jack Trout.
Publisher: J. Wiley
Published: 2003
Place of publication: Hoboken, N.J
Language: eng
Number of pages: 120
Subjects: Marketing -- Management.; Marketing -- Decision making.; Brand name products.
Description: "In A Genie's Wisdom, 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 company turn-arounds, 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 book answers all these questions by illuminating marketing's salient points with insight from Trout's years of experience."--Jacket.
Table of contents: title: The arrival; title: What is the essence of marketing?; title: What's branding all about?; title: What should be my product strategy?; title: How do I get my pricing right?; title: Are there limits to growth?; title: What is good research?; title: How do I evaluate advertising?; title: How do I pick the right medium?; title: How important are logos?; title: What mistakes are made most often?