Research Catalog

Title

War in the boardroom : why left-brain management and right-brain marketing don't see eye-to-eye--and what to do about it / Al & Laura Ries.

Author

Ries, Al.

Publication

New York, NY : Collins Business, [2009], ©2009.

Items in the Library & Off-site

Holdings

Details

Additional Authors

Ries, Laura.

Description

xxx, 272 pages : illustrations; 22 cm

Summary

"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."--BOOK JACKET.

Subject

• Marketing > Psychological aspects
• Management > Psychological aspects
• Left and right (Psychology)
• Organizational effectiveness
• Success in business

Note

• Includes index.

Contents

Preface: Your divided brain -- Introduction: The velvet curtain -- Ch. 1. Management deals in reality. Marketing deals in perception -- Ch. 2. Management concentrates on the product. Marketing concentrates on the brand -- Ch. 3. Management wants to own the brand. Marketing wants to own the category -- Ch. 4. Management demands better products. Marketing demands different products -- Ch. 5. Management favors a full line. Marketing favors a narrow line -- Ch. 6. Management tries to expand the brand. Marketing tries to contract the brand -- Ch. 7. Management strives to be the "first mover." Marketing strives to be the "first minder." -- Ch. 8. Management expects a "big-bang" launch. Marketing expects a slow takeoff -- Ch. 9. Management targets the center of the market. Marketing targets one of the ends -- Ch. 10. Management would like to own everything. Marketing would like to own a word -- Ch. 11. Management deals in verbal abstractions. Marketing deals in visual hammers -- Ch. 12. Management prefers a single brand. Marketing prefers multiple brands -- Ch. 13. Management values cleverness. Marketing values credentials -- Ch. 14. Management believes in double branding. Marketing believes in single branding -- Ch. 15. Management plans on perpetual growth. Marketing plans on market maturity -- Ch. 16. Management tends to kill new categories. Marketing tends to build new categories -- Ch. 17. Management wants to communicate. Marketing wants to position -- Ch. 18. Management wants customers for life. Marketing is happy with a short-term fling -- Ch. 19. Management loves coupons and sales. Marketing loathes them -- Ch. 20. Management tries to copy the competition. Marketing tries to be the opposite -- Ch. 21. Management hates to change a name. Marketing often welcomes a name change -- Ch. 22. Management is bent on constant innovation. Marketing is happy with just one -- Ch. 23. Management has the hots for multimedia. Marketing is not so sure -- Ch. 24. Management focuses on the short term. Marketing focuses on the long term -- Ch. 25. Management counts on common sense. Marketing counts on marketing sense.

ISBN

• 9780061669194
• 0061669199

LCCN

• 2008038182
• 40016486601

OCLC

• ocn232977782
• 232977782
• SCSB-9040092

Owning Institutions

Columbia University Libraries