A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius

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