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War in the boardroom

Renowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing'and argue that the solution lies not in what we think but in how we think 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.

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alternateName

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  • "Right-brain marketing"
  • "Left-brain management and right-brain marketing"

author

contributor

creator

description

http://schema.org/description

  • "Identifying fundamentally different approaches that managers and markets take toward establishing brands and products, a guide for globally minded professionals makes recommendations for bridging the gaps between logical and intuitive methods."
  • "Renowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing'and argue that the solution lies not in what we think but in how we think 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."@en

genre

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  • "Electronic books"@en
  • "Livres électroniques"

name

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  • "董事会里的战争"
  • "Dong shi hui li de zhan zheng"
  • "War in the boardroom"@en
  • "董事会里的战争 : 企业管理层的25个营销误区"
  • "Kyŏngyŏngja vs mak'et'ŏ : Hwasŏng esŏ on kŏngyŏngja Kŭmsŏng esŏ on mak'et'ŏ, kŭ sigakch'a wa haepŏp"
  • "Dong shi hui li de zhan zheng : qi ye guan li ceng de 25 ge ying xiao wu qu"
  • "War in the boardroom : Why left-brain management and right-brain marketing don't see eye-to-eye--and what to do about it"
  • "Yönetim odasında savaş : sol beyinli yönetimle sağ beyinli pazarlama neden anlaşamaz?...Bu konuda ne yapmak lazım?"@tr
  • "경영자 vs 마케터 : 화성에서온경영자금성에서온마케터, 그시각차와해법"
  • "War in the boardroom : why left-brain management and right-brain marketing don't see eye-to-eye--and what to do about it"
  • "War in the boardroom : why left-brain management and right-brain marketing don't see eye-to-eye--and what to do about it"@en
  • "War in the boardroom why left-brain management and right-brain marketing don't see eye-to-eye--and what to do about it"
  • "War in the boardroom why left-brain management and right-brain marketing don't see eye-to-eye--and what to do about it"@en
  • "War in the boardroom : why left-brain management and right-brain marketing don't see eye-to-eye and what to do about it"

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