- Hardcover: 120 pages
- Publisher: John Wiley & Sons (22 Nov 2002)
- Language English
- ISBN-10: 047123608X
- ISBN-13: 978-0471236085
- Product Dimensions: 22.5 x 14.6 x 1.4 cm
- Average Customer Review: 3.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,471,554 in Books (See Top 100 in Books)
- See Complete Table of Contents
A Genie's Wisdom
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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)
Managing Information, September 2003
"..I would recommend it equally to those with little or no experience...an easy to read, accessible and lighthearted..."
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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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Most Helpful Customer Reviews
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.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.6 out of 5 stars (8 customer reviews) 7 of 9 people found the following review helpful:
4.0 out of 5 stars
simple actionable marketing advice,
By Anurag Gupta "platform guru" - Published on Amazon.com
This review is from: A Genie's Wisdom: A Fable of How a CEO Learned to be a Marketing Genius (Hardcover)
The book has 10 chapters - in each chapter, Trout answers a marketing question. There is quite a bit of overlap in content with Trout's earlier books.
The questions (and summarized answers) are: 1. What is the essence of marketing? Explaining simply why a product is different and why it should be bought instead of other competing products. 2. What's branding all about? Establishing the product name and its differentiating idea in the mind of the prospective customer. 3. What should be my product strategy? Be either #1 or #2 in a category; otherwise create a new category, 4. How do I get my pricing right? Competitive price + delta for perceived differentiated value 5. Are there limits to growth? Yes, do not stray from core competence and the differentiated idea established in cstomers' mind. Set realistic growth goals. 6. What is good research? Avoid research / survey reports because what people say and what they do is often different. Useful to ask customers to rate competitors along various differentiated vectors on a range of 1-10. This tells which company owns which product feature. 7. How do I evaluate advertising? Does the ad effectively communicate the differentiating idea to encourage a customer to buy? 8. How do I pick the right medium? Words are more effective than pictures; spoken is more effective than printed. 9. How important are logos? The brand's power lies in the name, not the symbol / visual. 10. What mistakes are made most often? Underestimating competition It's not about a better product, it's about a better perception Ignoring reality, wishful thinking Losing focus, brand extension You will cut thru the marketing BS, and paradoxically, have a deeper appreciation for marketing.
5.0 out of 5 stars
Excellent Concept,
By Maxim Masiutin - Published on Amazon.com
This review is from: A Genie's Wisdom: A Fable of How a CEO Learned to be a Marketing Genius (Hardcover)
Jack Trout is an owner of Trout & Partners, a consulting firm. He is one of the founders and pioneers of positioning theory, and also marketing warfare theory.
Positioning is creating an image or identity in the minds of the target market for the product, brand, or organization. It is the 'relative competitive comparison' the product occupies in a given market as perceived by the target market. Marketing warfare strategies are a type of strategies, used in business and marketing, that try to draw parallels between business and warfare, and then apply the principles of military strategy to business situations, with competing firms considered as analogous to sides in a military conflict, and market share considered as analogous to the territory which is being fought over. This book covers all basic aspects of marketing in a very friendly manner, with simple, easy to understand real-life examples. The author hates the meaningless buzzwords used by marketers. The author has used a surprising concept of the Genie as a marketing advisor to a CEO of a big public company in a way that the marketing is taught using simple conversations, questions and answers, between the Genie and the CEO. The questions are: What Is the Essence or Marketing? What's Branding All About? What Should Be My Product Strategy? How Do I Get My Pricing Right? Are There Limits to Growth? What is Good Research? How Do I Evaluate Advertising? How Do 1 Pick the Right Medium? How important Are Logos? What Mistakes Are Made Most Often? This concept of using Gene as a mentor is amazing, exciting and amusing. There is a lot of humor, liveliness and variety, as well as caustic satire in the case study analysis. The Genie teaches the marketing via the examples well known to the CEO, i.e. examples involving Bill Gates, Jack Welch, Michael Dell, and the other known persons. I also recommend Peter Drucker's "Innovation and Entrepreneurship" in addition to this book. Although the Drucker's writing is on management, not marketing, but it would be a valuable addition to this book. 3 of 5 people found the following review helpful:
5.0 out of 5 stars
Back to basics, back to business.,
By A Customer - Published on Amazon.com
This review is from: A Genie's Wisdom: A Fable of How a CEO Learned to be a Marketing Genius (Hardcover)
This is a book about common sense. Marketing has become a phenomena loaded with mystique and strange words, and it 's only right that someone helps managers see through all that.Read this book and you'll be on the rise in your company! |
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