¿Nuevo?, Regístrese Aquí.

Detalle

Ampliar

War in the Boardroom: Why Left-Brain Management and Right-Brain Marketing Don't See Eye-to-Eye--and What to Do About It

Autor: Ries, Al
Ries, Laura

Editorial: Collins

Formato:Tapa Dura
Precio de Lista:$26.99
Nuestro Precio:$3.99 (85% Descuento) USD
Stock:5

Resumen:

War in the Boardroom: Why Left-Brain Management and Right-Brain Marketing Don't See Eye-to-Eye--and What to Do About It : 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.


Categoría   Sub-Categoría
Negocios y Economia   Management
Negocios y Economia   Marketing

ISBN 13:9780061669194
ISBN 10:0061669199
Formato:Tapa Dura
Idioma:Inglés
Páginas:272
Tamaño:8.50" l x 6.00" w x 1.50" h
Edades:
Grado:

Los clientes que compraron el libro de arriba, también compraron estos libros