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The Book.

The book content is impressive !!

Have I read the book ? No.. but read the contents they are worth a presentation.

Chapter 1

Management deals in reality. Marketing deals in perception .

Chapter 2

Management concentrates on the product. Marketing concentrates on the brand.

Chapter 3

Management wants to own the brand. Marketing wants to own the category.

Chapter 4

Management demands better products. Marketing demands different products.

Chapter 5

Management favors a full line. Marketing favors a narrow line.

Chapter 6

Management tries to expand the brand. Marketing tries to contract the brand.

Chapter 7

Management strives to be the first mover. Marketing strives to be the first minder.

Chapter 8

Management expects a big-bang launch. Marketing expects a slow takeoff.

Chapter 9

Management targets the center of the market. Marketing targets one of the ends.

Chapter 10

Management would like to own everything. Marketing would like to own a word

Chapter 11

Management deals in verbal abstractions. Marketing deals in visual hammers.

Chapter 12

Management prefers a single brand. Marketing prefers multiple brands.

Chapter 13

Management values cleverness. Marketing values credentials.

Chapter 14

Management believes in double branding.

Marketing believes in single branding.

Chapter 15

Management plans on perpetual growth. Marketing plans on market maturity.

Chapter 16

Management tends to kill new categories. Marketing tends to build new categories.

Chapter 17

Management wants to communicate. Marketing wants to position.

Chapter 18

Management wants customers for life. Marketing is happy with a short-term fling.

Chapter 19

Management loves coupons and sales. Marketing loathes them

Chapter 20

Management tries to copy the competition. Marketing tries to be the opposite.

Chapter 21

Management hates to change a name. Marketing often welcomes a name change.

Chapter 22

Management is bent on constant innovation. Marketing is happy with just one.

Chapter 23

Management has the hots for multimedia. Marketing is not so sure.

Chapter 24

Management focuses on the short term. Marketing focuses on the long term.

Chapter 25

Management counts on common sense. Marketing counts on marketing sense.

In short.

Management tends to attract left brainers, people who are verbal, logical &analytical.

Marketing tends to attract right brainers, people who are visual, intuitive & holistic.

Which side are You?

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