1. Edition - November 2002
34.90 Euro
2002. 120 Pages, Hardcover
- Handbook/Reference Book -
ISBN-10: 0-471-23608-X
ISBN-13: 978-0-471-23608-5 - John Wiley & Sons






Sample Chapter

Short description
The Genie in the PC is a business fable that offers real, practical advice on the strategies and techniques of successful marketing. Readers will learn the essence of marketing; how much stock to put in the results of research; what leadership is really about; how marketing change comes from the top down; how to allocate budgets; and much more.

From the contents
The Story Behind the Fable.

Chapter 1. The Arrival.

Chapter 2. What Is the Essence of Marketing?

Chapter 3. What's Branding All About?

Chapter 4. What Should Be My Product Strategy?

Chapter 5. How Do I Get My Pricing Right?

Chapter 6. Are There Limits to Growth?

Chapter 7. What Is Good Research?

Chapter 8. How Do I Evaluate Advertising?

Chapter 9. How Do I Pick the Right Medium?

Chapter 10. How Important Are Logos?

Chapter 11. What Mistakes Are Made Most Often?

Epilogue.