What is this book about
“Do not complicate”, “be easier” – the authors of the concept of positioning Jack Traut and Steve Rivkin call. It’s time to return to the basics. Based on examples from practice and interviews with well -known managers, the authors show how to abandon corporate jargon, simplify all areas of marketing from positioning and pricing to creating a strategy and motivation of employees. In other words: to regain control over the key business elements.
Why did we decide to publish this book
Because she perfectly cleanses the brains, littered with many “theories”, is simple and full of common sense.
The feature of the book
The book is emotional and at the same time – very practical. Short chapters with a concise conclusion at the end. Bright examples of selection of simple solutions from Southwest Airlines, GE, Intel, as well as anti -examples from Xerox, General Motors and others. And there are many capacious and accurate phrases that are quite capable of becoming mottles. For example:
The main thing is not to know …
Author
Trout Jack, Rivkin Steve
Editor
Vysochkina Anna
Translator
Mamedova T.
Publisher
Mann, Ivanov and Ferber, 2013
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