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

4.05 (115 ratings by Goodreads)
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Description

This time, the Rieses shift their focus to the complicated relationship between marketing and management. Pulling away the 'velvet curtain' that divides the two, they reveal not only the struggle that is endemic in corporations across the world, but how it harms companies' bottom lines, and why, in particular, management needs to understand how to think like marketing - and vice versa. At the heart of this strife lies management's perception that their decisions are based on sound business practice and research while marketing decisions are simply based on common sense. This leads to fundamentally different approaches to creating brands and products - namely that management overvalues cost-cutting and 'creating a better product' when they should really be worrying about better branding.
Some of their observations, culled from years on the front lines include: management deals in reality; marketing deals in perception; management thinks brand first; marketing thinks category first; management wants to build better products; marketing wants to build different products; management wants a full line; marketing wants a narrow line; management targets the center of the market; and, marketing targets the ends.
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Product details

  • Hardback | 304 pages
  • 140 x 210 x 26mm | 379g
  • HarperBusiness
  • New York, United States
  • English
  • black & white illustrations
  • 0061669199
  • 9780061669194
  • 818,982

Review quote

"[M]arketing folks should learn to speak in left-brain terminology. The book is a good place to start lessons. Examples are well-explained and down-to-earth. As for managers, even the most logical and analytical types should be able to see the reasoning behind 'marketing sense.'" -- USA Today "The Rieses are persuasive in their argument... Entertaining and enlightening, this book has much for executives and managers at all levels to ponder." -- Publishers Weekly "[The Rieses'] engaging arguments are presented in a simple-to-read format, and the examples are persuasive." -- Harvard Business Review
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About Al Ries

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.
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Rating details

115 ratings
4.05 out of 5 stars
5 38% (44)
4 37% (43)
3 17% (20)
2 5% (6)
1 2% (2)
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