Download - War in the Board Room
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The Book….
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The book content is impressive !!
Have I read the book ? No..but… read the contentsthey are worth a presentation….
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Chapter 1
Management deals in reality.Marketing deals in perception .
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Chapter 2
Management concentrates on the product.
Marketing concentrates on the brand.
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Chapter 3
Management wants to own the brand.Marketing wants to own the category.
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Chapter 4
Management demands better products.
Marketing demands different products.
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Chapter 5
Management favors a full line.Marketing favors a narrow line.
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Chapter 6
Management tries to expand the brand.
Marketing tries to contract the brand.
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Chapter 7
Management strives to be the “first mover.”
Marketing strives to be the “first minder.”
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Chapter 8
Management expects a “big-bang” launch.
Marketing expects a slow takeoff.
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Chapter 9
Management targets the center of the market.
Marketing targets one of the ends.
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Chapter 10
Management would like to own everything.
Marketing would like to own a word
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Chapter 11
Management deals in verbal abstractions.
Marketing deals in visual hammers.
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Chapter 12
Management prefers a single brand.Marketing prefers multiple brands.
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Chapter 13
Management values cleverness.Marketing values credentials.
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Chapter 14
Management believes in double branding.
Marketing believes in single branding.
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Chapter 15
Management plans on perpetual growth.
Marketing plans on market maturity.
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Chapter 16
Management tends to kill new categories.
Marketing tends to build new categories.
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Chapter 17
Management wants to communicate.Marketing wants to position.
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Chapter 18
Management wants customers for life.Marketing is happy with a short-term
fling.
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Chapter 19
Management loves coupons and sales.Marketing loathes them
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Chapter 20
Management tries to copy the competition.
Marketing tries to be the opposite.
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Chapter 21
Management hates to change a name.Marketing often welcomes a name
change.
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Chapter 22
Management is bent on constant innovation.
Marketing is happy with just one.
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Chapter 23
Management has the hots for multimedia.
Marketing is not so sure.
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Chapter 24
Management focuses on the short term.
Marketing focuses on the long term.
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Chapter 25
Management counts on common sense.Marketing counts on marketing sense.
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In short….
Management tends to attract left brainers, people who are verbal, logical &analytical.
Marketing tends to attract right brainers, people who are visual, intuitive & holistic.
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