- Hardcover: 120 pages
- Publisher: Wiley; 1 edition (Oct 28 2002)
- Language: English
- ISBN-10: 047123608X
- ISBN-13: 978-0471236085
- Product Dimensions: 22.5 x 14.6 x 1.4 cm
- Shipping Weight: 272 g
- Average Customer Review: 4.5 out of 5 stars See all reviews (6 customer reviews)
- Amazon Bestsellers Rank: #890,345 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Details |
Product Description
From Publishers Weekly
Many executives probably feel like they need a genie to explain the touchy-feely mysteries of aesthetics, design and consumer psychology that underlie so much of marketing. This short, breezy but informative primer can help. Marketing consultant Trout (Differentiate or Die: Survival in Our Era of Killer Competition) is skeptical of marketing buzzwords like "synergy" and "unique tags"-and indeed of the whole "creative" approach that tries to forge emotional bonds between brand and customer rather than communicate concrete ideas. Much of his advice, therefore, flies in the face of modern marketing wisdom: ads should emphasize verbal messages rather than "dramatic visuals" that "distract people from the message"; money spent on flashy corporate logos is often wasted; and high-falutin' consumer research techniques, such as focus groups and "ethnographic" studies of families in their suburban habitat, are often useless. Trout advocates simple, obvious, oft-repeated ads, preferably with rhyming slogans, to communicate a single "differentiating idea" that will distinguish a brand from all its competitors. His philosophy is a variant of the decades-old "unique selling proposition" approach to marketing, which tries to convince consumers of a brand's one-of-a-kind attribute (say, "won't dry your skin like other soaps") to justify its higher price. While not quite ground-breaking, Trout's easy-to-read update combines an acerbic take on contemporary marketing fads with a surprisingly thorough and practical guide to the subject for managers and "finance guys" who need to gain expertise.
Copyright 2002 Reed Business Information, Inc.
Copyright 2002 Reed Business Information, Inc.
Review
"...a fascinating and simple read, ideal for the CEO or senior executive who wants some light-hearted yet valuable answers..." (Professional Manager, May 2003)
"...I would recommend it equally to those with little or no experience...an easy to read, accessible and lighthearted..." (Managing Information, September 2003)
Inside This Book
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First Sentence
"Once upon a time, after 23 years of climbing the corporate ladder in the world of finance at United Widgets International, Byram J. (B.J.) Bigdome became the CEO." Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
"Once upon a time, after 23 years of climbing the corporate ladder in the world of finance at United Widgets International, Byram J. (B.J.) Bigdome became the CEO." Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Back Cover
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Customer Reviews
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Most helpful customer reviews
5.0 out of 5 stars
Marketing Explained in about 2 hrs.,
By Kenneth P. Hetrick (Sagamore Hills, OH United States) - See all my reviews
This review is from: A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius (Hardcover)
This is what most business books should be. Brief, to the point, no wild theories, just good old common sense. This book is broken up into the ten questions a new CEO, from finance, gets to ask the marketing genie. It explains the basics from segmentation, product strategy, advertising, distribution, price etc. Most of the information is pretty basic, but as explained in the book it is just what most people don't do. P.S. If you have read some of Jack Trout's previous books, you will notice some overlap in the concepts explained here. However, it is still worth the short time it will take to read this book.
3.0 out of 5 stars
A Solid Effort!,
By
This review is from: A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius (Hardcover)
Are you mystified by marketing? If you are, fear not. Author and marketing authority Jack Trout - the man who "positioned" positioning in the minds of marketers - has planted a genie in a mysterious computer (the new age version of a bottle on the beach) and given him the task of answering core marketing questions. In this fictional tale - which attempts to emulate the success of fables such as Who Moved My Cheese and Fish, but falls short - Trout takes readers through the very basics, from defining the product's concept to what elements should be in a logo. Trout warns of seven marketing pitfalls to avoid. Using everyday language and the persistent but wealthy genie who explains it all, he breaks down the subject into small nuggets easily digested by even the least marketing-minded manager. While he does oversimplify, Trout contends that marketing is often made more complicated by the very people who profit from its complexity. Overall, we from getAbstract suggest this how-to book to business people who are unfamiliar with the marketing process.
5.0 out of 5 stars
Enjoyable read, enlightening, thought-provoking,
By
This review is from: A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius (Hardcover)
Let's begin by introducing the author. Jack Trout is recognized as a guru in the field of marketing. He popularized the concept of "positioning" in the customer's mind and has written numerous books on various aspects of marketing. Without question, this is an expert you'd love to have on-call whenever you have a question about marketing.Company owners and top executives outside the marketing field understand the vital need for effective marketing. However, when marketing mavens start babbling, it's difficult to gain enough comprehension to make educated decisions. The topic can be very confusing, especially when people start spewing jargon that muddies the clarity needed to know what resources to allocate and what results to expect. When the marketing stuff gets overwhelming, CEOs wish they had a genie who would pop out of an ancient lantern to answer all the questions and build an easier understanding of the field. In this deceivingly small volume, Jack Trout provides the genie to aid the CEO-and the reader. But, these are modern times, so the genie's residence of choice is a laptop computer. Our Aladdin discovers a mysterious computer on his desk one morning and can't resist turning it on. Poof! The genie appears and offers to answer ten questions about marketing for the CEO. The remaining chapters each present a scenario a non-enlightened CEO (someone without marketing expertise) might face in the course of business. Seeking guidance, our CEO flips on the computer to gain knowledge from the genie. As we move through the book, insightful responses to the CEO's questions help clarify what marketing is all about. This is not an in-depth treatise; note that the entire book is only 120 pages long. The treatment is solid, yet light enough to be easy, enjoyable reading. The genie gives examples by talking about other CEOs as if he'd advised them in the past. In a delightful tongue-in-cheek, the genie even quotes Jack Trout on one occasion! Even with all my knowledge about marketing, I learned a lot...and got some stimulation to think more deeply about a few issues I'm working with in my own company. A Genie's Wisdom is easy to read on the plane (lightweight book) or in bed in the evening as you're winding down. After you refer back to it a couple of times, you'll probably pass it to a colleague or friend. It's just that kind of book.
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