商品簡介
Exercises for getting away from the rut of "business as usual" and moving toward revolutionary ideas, innovation and profit Thinking out of the Box is a practical, informative and entertaining guide to putting strategic marketing to work. Written in plain language it is a quick easy read that doesn't require a Ph.D. Thinking out of the Box offers creative thinking exercises that allow managers to look at their businesses from the outside--the way a consultant would. Any executive, middle manager or business professional can benefit from this fast paced book. * Arms marketers with self-tests and questionnaires that help spur creativity * Describes a 5-step plan that helps marketers create added value and hone their company's competitive edge--using the latest business trends * Shows how to implement a strategic marketing plan throughout a company KATHY C. YOHALEM (New York, New York) is president of Yohalem Ltd., a global strategic marketing company specializing in multimedia, communications, consumer products, manufacturing, retailing, fashion-related industries, and professional service firms. She is also currently CEO of C-Source Communications LLC, a Coopers & Lybrand company.
作者簡介
KATHY C. YOHALEM is President and Founder of Yohalem Ltd., a global strategic marketing company specializing in multimedia, communications, consumer products, retailing, and fashion-related companies. Her clients have included a who's who of Fortune 500 companies, among them Sears, Roebuck and Co., Sara Lee, and Dockers/Levi's. She is the CEO of C-Source Communications LLC, a Coopers & Lybrand company. She also serves as Director of Strategic Marketing, New Business Development, and as a management consultant with Coopers & Lybrand, LLP.
目次
Partial table of contents:
CREATING THE VISION.
Are You Ready for the Twenty-First Century?
Where's Your Curiosity?
LINKING THE STRATEGIC VALUE CHAIN.
How to Find Your Competitive Advantage: LINKS--Leverage Ideas to Navigate Key Strategies.
The Vision Thing.
Mission Possible.
The Culture Factor.
Infrastructure: Framework for the Future.
The Organization.
Operations: A Strategic Tool.
THINKING OUT OF THE BOX: LET'S GET SPECIFIC.
Strategic Design: A Map for Success.
Take Control!
DOES BRAND EQUITY DRIVE YOUR BUSINESS?
Brand Analysis and Strategy: Put Your Brand on the Couch.
CYBERTRAKS.
Consumer Trends: Cybertraks to the Future.
Cybertrak--Electronic Commerce: Fact or Fiction?
Appendix.
About the Author.
Index.
