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ISBN: 0471263036Издательство: Wiley
Год издания: 2002
Big Brands, Big Trouble is a crisp indictment of marketing executives who ought to be shouldering more responsibility. It is packed with useful insights about how to manage innovation. Clayton Christensen, author of "The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail" Once again, Jack Trout manages to get to the very heart of what makes companies great and what makes them fail. Unlike so many others, Jack seems to write with the CEO in mind - frank, straightforward, and dead on. Rick Fersch, President and CEO, Eddie Bauer, Inc. Jack Trout invented the modern marketing book - fast, furious, full of attitude and examples. He's pushed the boundaries even further this time, looking not only into the past but predicting some of the big losers of the next decade. This book should keep marketing veeps in large corporations awake walking the floor. Sam Hill, ...