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ISBN: 047123608X, 978-0-471-23608-5Издательство: Wiley
Год издания: 2002
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 doesn't 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 can't afford to miss. So stop wishing for answers and get in the know, before your career goes up in smoke.