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War in the boardroom: why left-brain management and right-brain marketing don't see eye-to-eye--and what to do about it

By: Ries, Al.
Contributor(s): Ries, Laura.
Publisher: New York Collins Business 2009Description: xxx, 272 p.ISBN: 9780061669194 .Subject(s): Marketing - Psychological aspects | Management - Psychological aspects | Left and right (Psychology) | Organizational effectiveness | Success in businessDDC classification: 658 Summary: 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 mindsets 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 with 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.
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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 mindsets 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 with 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.

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