 A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius
ISBN: 978-0-471-23608-5
Hardcover
120 pages
November 2002
US $29.95
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The Story Behind the Fable.
Chapter 1. The Arrival.
Chapter 2. What Is the Essence of Marketing?
Chapter 3. What's Branding All About?
Chapter 4. What Should Be My Product Strategy?
Chapter 5. How Do I Get My Pricing Right?
Chapter 6. Are There Limits to Growth?
Chapter 7. What Is Good Research?
Chapter 8. How Do I Evaluate Advertising?
Chapter 9. How Do I Pick the Right Medium?
Chapter 10. How Important Are Logos?
Chapter 11. What Mistakes Are Made Most Often?
Epilogue.
