{"product_id":"9780061669194","title":"War in the Boardroom: Why Left-Brain Management and Right-Brain Marketing Don't See Eye-to-Eye--and What to Do about It","description":"\u003cp\u003e\u003c\/p\u003e\u003cblockquote\u003e\n\u003cp\u003eRenowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing—and argue that the solution lies not in \u003ci\u003ewhat\u003c\/i\u003e we think but in \u003ci\u003ehow\u003c\/i\u003e we think\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003c\/blockquote\u003e\u003cp\u003eThere's a reason why the marketing programs of the auto industry, the airline industry, and many other industries are not only ineffective, but bogged down by chaos and confusion.\u003c\/p\u003e\u003cp\u003eManagement minds are not on the same wavelength as marketing minds.\u003c\/p\u003e\u003cp\u003eWhat makes a good chief executive? A person who is highly verbal, logical, and analytical. Typical characteristics of a left brainer.\u003c\/p\u003e\u003cp\u003eWhat makes a good marketing executive? A person who is highly visual, intuitive, and holistic. Typical characteristics of a right brainer. \u003c\/p\u003e\u003cp\u003eThese different mind-sets often result in conflicting approaches to branding, and the Ries' thought-provoking observations—culled from years on the front lines—support this conclusion, including:\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eManagement deals in reality. Marketing deals in perception.\u003c\/li\u003e\n\u003cli\u003eManagement demands better products. Marketing demands different products.\u003c\/li\u003e\n\u003cli\u003eManagement deals in verbal abstractions. Marketing deals in visual hammers.\u003c\/li\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003c\/ul\u003e\u003cp\u003eUsing some of the world's most famous brands and products to illustrate their argument, the authors convincingly show why some brands succeed (Nokia, Nintendo, and Red Bull) while others decline (Saturn, Sony, and Motorola). In doing so, they sound a clarion call: to survive in today's media-saturated society, managers must understand how to think like marketers—and vice versa. Featuring the engaging, no-holds-barred writing that readers have come to expect from Al and Laura Ries, \u003ci\u003eWar in the Boardroom\u003c\/i\u003e offers a fresh look at a perennial problem and provides a game plan for companies that want to break through the deadlock and start reaping the rewards.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"HarperCollins","offers":[{"title":"Default Title","offer_id":47015570669808,"sku":"9780061669194","price":26.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780061669194_p0.jpg?v=1763771490","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780061669194","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}