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
Chapter 1. The Arrival.
Chapter 2. What Is the Essence of Marketing?
Chapter 3. What′s Branding All About?
Chapter 4. What Should Be My Product Strategy?
Chapter 5. How Do I Get My Pricing Right?
Chapter 6. Are There Limits to Growth?
Chapter 7. What Is Good Research?
Chapter 8. How Do I Evaluate Advertising?
Chapter 9. How Do I Pick the Right Medium?
Chapter 10. How Important Are Logos?
Chapter 11. What Mistakes Are Made Most Often?
"...I would recommend it equally to those with little or no experience...an easy to read, accessible and lighthearted..." (Managing Information, September 2003)