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A Genies Wisdom: A Fable of How a CEO Learned to

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作者：Jack Trout 著

出版社：Wiley

出版时间：2002-11-1

I S B N：9780471236085

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A Genies Wisdom: A Fable of How a CEO Learned to

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"...a fascinating and simple read, ideal for the CEO or senior executive who wants some light-hearted yet valuable answers..." (Professional Manager, May 2003)"...I would recommend it equally to those with little or no experience...an easy to read, accessible and lighthearted..." (Managing Information, September 2003)

内容简介

A Top Management Survival Guide 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 doesnt come equipped with a genie, here are a few of the things Jack Trouts A Genies 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 cant 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 Jacks principles and insights–over the long haul–are winners." –John Schnatter, CEO, Papa Johns International