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Thinking Out of the Box: How to Market Your Company Into the Future

Overview

Exercises for getting away from the rut of "business as usual" and moving toward revolutionary ideas, innovation and profit

Thinking out of the Box is a practical, informative and entertaining guide to putting strategic marketing to work. Written in plain language it is a quick easy read that doesn't require a Ph.D. Thinking out of the Box offers creative thinking exercises that allow managers to look at their businesses from the outside—the way a consultant would. Any ...

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Overview

Exercises for getting away from the rut of "business as usual" and moving toward revolutionary ideas, innovation and profit

Thinking out of the Box is a practical, informative and entertaining guide to putting strategic marketing to work. Written in plain language it is a quick easy read that doesn't require a Ph.D. Thinking out of the Box offers creative thinking exercises that allow managers to look at their businesses from the outside—the way a consultant would. Any executive, middle manager or business professional can benefit from this fast paced book.

* Arms marketers with self-tests and questionnaires that help spur creativity
* Describes a 5-step plan that helps marketers create added value and hone their company's competitive edge—using the latest business trends
* Shows how to implement a strategic marketing plan throughout a company

KATHY C. YOHALEM (New York, New York) is president of Yohalem Ltd., a global strategic marketing company specializing in multimedia, communications, consumer products, manufacturing, retailing, fashion-related industries, and professional service firms. She is also currently CEO of C-Source Communications LLC, a Coopers & Lybrand company.

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Product Details

  • ISBN-13: 9780471139164
  • Publisher: Wiley
  • Publication date: 2/18/1997
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.36 (w) x 9.33 (h) x 1.02 (d)

Meet the Author

KATHY C. YOHALEM is President and Founder of Yohalem Ltd., a global strategic marketing company specializing in multimedia, communications, consumer products, retailing, and fashion-related companies. Her clients have included a who's who of Fortune 500 companies, among them Sears, Roebuck and Co., Sara Lee, and Dockers/Levi's. She is the CEO of C-Source Communications LLC, a Coopers & Lybrand company. She also serves as Director of Strategic Marketing, New Business Development, and as a management consultant with Coopers & Lybrand, LLP.

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Table of Contents

Partial table of contents:

CREATING THE VISION.

Are You Ready for the Twenty-First Century?

Where's Your Curiosity?

LINKING THE STRATEGIC VALUE CHAIN.

How to Find Your Competitive Advantage: LINKS—Leverage Ideas to Navigate Key Strategies.

The Vision Thing.

Mission Possible.

The Culture Factor.

Infrastructure: Framework for the Future.

The Organization.

Operations: A Strategic Tool.

THINKING OUT OF THE BOX: LET'S GET SPECIFIC.

Strategic Design: A Map for Success.

Take Control!

DOES BRAND EQUITY DRIVE YOUR BUSINESS?

Brand Analysis and Strategy: Put Your Brand on the Couch.

CYBERTRAKS.

Consumer Trends: Cybertraks to the Future.

Cybertrak—Electronic Commerce: Fact or Fiction?

Appendix.

About the Author.

Index.

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