A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius / Edition 1

A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius / Edition 1

by Jack Trout
     
 

ISBN-10: 047123608X

ISBN-13: 9780471236085

Pub. Date: 11/11/2002

Publisher: Wiley

A compelling fable that distills the essence of genius marketing strategies
The "King of Positioning" Jack Trout presents the story of PJ Bigdome, a newly appointed CEO looking for a new way to successfully learn about marketing. Luckily, within his PC lurks a genie with vast experience in the particulars of marketing (having helped out with some of the biggest

Overview

A compelling fable that distills the essence of genius marketing strategies
The "King of Positioning" Jack Trout presents the story of PJ Bigdome, a newly appointed CEO looking for a new way to successfully learn about marketing. Luckily, within his PC lurks a genie with vast experience in the particulars of marketing (having helped out with some of the biggest marketing successes ever). As Bigdome finds answers to his most important questions, the reader learns the secrets of successful marketing, such as: the essence of marketing; how much stock to put into research; how to evaluate advertising; how to allocate budgets; and much more. A Genie's Wisdom allows Trout, a famed business visionary, to distill his years of management and marketing experience into an entertaining and educational yarn that reveals today's essential practices.

Product Details

ISBN-13:
9780471236085
Publisher:
Wiley
Publication date:
11/11/2002
Pages:
120
Product dimensions:
8.50(w) x 5.50(h) x 0.44(d)

Table of Contents

The Story Behind the Fable.

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?

Epilogue.

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