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