A Genie's Wisdom

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A Top Management Survival Guide The era of the celebrity CEO is over. Savage press coverage, warring boards, and a distrustful public are putting more pressure than ever on CEOs to perform at every level-including tough marketing calls they might not have the background to make. So, if your PC doesn't come equipped with a genie, here are a few of the things Jack Trout's A Genie's Wisdom will teach you: * How branding works * How to design a product strategy * How to get pricing right * How to conduct good research * How to choose and use logos * How to avoid the most common marketing mistakes In addition, there are other quick tips you can't afford to miss. So stop wishing for answers and get in the know-before your career goes up in smoke. "Gimmicks may come and gimmicks may go, but Jack's principles and insights-over the long haul-are winners." -John Schnatter, CEO, Papa John's International

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