War in the Boardroom - resenha crítica

Sobre o microbook

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.

Mais livros em

100 coisas que todo corredor deveria saber

Raquel Castanharo & Sérgio Rocha

Da ideia ao bilhão

Daniel Bergamasco

Mude ou Morra

Renato Mendes & Roni Cunha Bueno

Viver é melhor sem ter que ser o melhor

Daniel Martins de Barros

Digital branding

Daniel Rowles

Como conhecer uma pessoa

David Brooks

Manual Prático da Lei da Atração

Carol Pires

A Venda Desafiadora

Brent Adamson & Matthew Dixon

Milionários acidentais: A fundação do Facebook

Ben Mezrich

O Mito do Empreendedor

Michael Gerber