War in the Boardroom

War in the Boardroom

Why Left-brain Management and Right-brain Marketing Don't See Eye-to-eye--and What to Do About It

Book - 2009
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Baker & Taylor
Identifying fundamentally different approaches that managers and markets take toward establishing brands and products, a guide for today's globally minded professionals makes recommendations for bridging the gaps between logical and intuitive methods.

HARPERCOLL

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.



Book News
The authors are a father-daughter team of marketing consultants, and they offer specific recommendations for bridging the gap between "left-brain" management thinking and "right-brain" marketing concepts. The authors use case studies to compare marketing campaigns that have worked and those that have failed, and support their argument through a thorough review of branding techniques, customer retention strategies and innovation. Each chapter presents both the management and marketing view of the same business concept as well as a game plan for connecting the two lines of thinking. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)

Blackwell North Amer
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.

Baker
& Taylor

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.

Publisher: New York, NY : Collins Business, c2009
Edition: 1st ed
ISBN: 9780061669194
0061669199
Characteristics: xxx, 272 p. : ill. ; 22 cm
Additional Contributors: Ries, Laura

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