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War in the Board Room
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Satya Mahesh Kallakuru
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War in the Board Room
1.
www.LCDing.Com
2.
The Book….
3.
The book content
is impressive !! Have I read the book ? No.. but… read the contents they are worth a presentation….
4.
Chapter 1 Management
deals in reality. Marketing deals in perception .
5.
Chapter 2 Management concentrates
on the product. Marketing concentrates on the brand.
6.
Chapter 3 Management wants
to own the brand. Marketing wants to own the category.
7.
Chapter 4 Management demands
better products. Marketing demands different products.
8.
Chapter 5 Management favors
a full line. Marketing favors a narrow line.
9.
Chapter 6 Management tries
to expand the brand. Marketing tries to contract the brand.
10.
Chapter 7 Management strives
to be the “first mover.” Marketing strives to be the “first minder.”
11.
Chapter 8 Management expects
a “big-bang” launch. Marketing expects a slow takeoff.
12.
Chapter 9 Management targets
the center of the market. Marketing targets one of the ends.
13.
Chapter 10 Management would
like to own everything. Marketing would like to own a word
14.
Chapter 11 Management deals
in verbal abstractions. Marketing deals in visual hammers.
15.
Chapter 12 Management prefers
a single brand. Marketing prefers multiple brands.
16.
Chapter 13 Management values
cleverness. Marketing values credentials.
17.
Chapter 14 Management believes
in double branding. Marketing believes in single branding.
18.
Chapter 15 Management plans
on perpetual growth. Marketing plans on market maturity.
19.
Chapter 16 Management tends
to kill new categories. Marketing tends to build new categories.
20.
Chapter 17 Management wants
to communicate. Marketing wants to position.
21.
Chapter 18 Management
wants customers for life. Marketing is happy with a short-term fling.
22.
Chapter 19 Management loves
coupons and sales. Marketing loathes them
23.
Chapter 20 Management tries
to copy the competition. Marketing tries to be the opposite.
24.
Chapter 21 Management
hates to change a name. Marketing often welcomes a name change.
25.
Chapter 22 Management is
bent on constant innovation. Marketing is happy with just one.
26.
Chapter 23 Management has
the hots for multimedia. Marketing is not so sure.
27.
Chapter 24 Management focuses
on the short term. Marketing focuses on the long term.
28.
Chapter 25 Management counts
on common sense. Marketing counts on marketing sense.
29.
In short…. Management tends
to attract Marketing tends to attract left brainers, people who are right brainers, people who verbal, logical &analytical. are visual, intuitive & holistic.
30.
Which side are
You? Check out www.LCDing.Com
31.
www.LCDing.Com
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