War in the Boardroom 在線電子書 圖書標籤: 營銷 管理 企業戰略
發表於2024-08-22
War in the Boardroom 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024
Korean Version.
評分Korean Version.
評分Korean Version.
評分Korean Version.
評分Korean Version.
艾·裏斯,裏斯夥伴主席,定位之父,營銷史上的傳奇大師,全球最頂尖的營銷戰略傢。2008年,作為營銷戰略領域的唯一入選者,艾·裏斯與管理學之父彼得·德魯剋、GE前CEO傑剋·韋爾奇一起並列美國《廣告時代》評選的“全球十大頂尖商業大師”,目前,艾·裏斯專門輔導全球500強企業如微軟、寶潔、GE等營銷戰略。
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.
提出了很多重复的现象,却没有一套knowhow来解决问题。 其中,不时穿插的作者的自我吹擂让人印象负分。 不太推荐大家去读这本书,因为根本找不到答案。 浪费了三个小时快速阅读的时间。 现在很少有所谓的管理派能够压倒营销派的例子了,更多的是分工合作,股东们也不会允许一...
評分值得看的地方是里斯的观点,管理派和营销派的分歧有些真的很有意思。 但是不知道是不是版面编排的问题,我觉得整个阅读的节奏感不好,看得累,尽管内容很easy。 另外,里面列举的很多企业我第一次看到,背景很不熟悉,有些吃力。 总体来说,立意和视角都很有意思的一本书,比单...
評分书中讨论的左脑和右脑的战争,确是广泛的存在,但结局并不总是一边倒。公司老总对于公司气质的影响是很大的,而老板很少是管理派出身的。所以我所服务过的公司往往是营销派压得管理派喘不过气来。而现在的公司解决方法就是让管理派去一线实践和交流,显然收效不明显。因为...
評分提出了很多重复的现象,却没有一套knowhow来解决问题。 其中,不时穿插的作者的自我吹擂让人印象负分。 不太推荐大家去读这本书,因为根本找不到答案。 浪费了三个小时快速阅读的时间。 现在很少有所谓的管理派能够压倒营销派的例子了,更多的是分工合作,股东们也不会允许一...
評分提出了很多重复的现象,却没有一套knowhow来解决问题。 其中,不时穿插的作者的自我吹擂让人印象负分。 不太推荐大家去读这本书,因为根本找不到答案。 浪费了三个小时快速阅读的时间。 现在很少有所谓的管理派能够压倒营销派的例子了,更多的是分工合作,股东们也不会允许一...
War in the Boardroom 在線電子書 pdf 下載 txt下載 epub 下載 mobi 下載 2024