why left brain management and right brain marketing don't see eye to eye and what to do about it Ries, Al Primary Author Ries, Laura Additional Author mixed material bibliography New York HarperCollins Publisher 2009 en English

Printed Material

xxx, 272 p. : figs.,tabs.,index ; 22 cm. 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. ( text cited from www.barnesandnoble.com ) Marketing Management Business Organizational effectiveness Success strategy BA 9780061669194 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BA Rie 34904 General (General) BA Rie War_in_the_boardroom.jpg.jpg 37745 2010-11-18 00:00:00 2020-02-26 10:35:06 machine generated