War in the Boardroom

War in the Boardroom Cover

War in the Boardroom

Why Left-Brain Management and Right-Brain Marketing Don't See Eye-To-Eye -- And What to Do about It

By Al Ries; Laura Ries

HarperBusiness, Hardcover, 9780061669194, 272pp.

Publication Date: February 24, 2009

Description

Renowned 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 what we think but in how we think

There'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.

Management minds are not on the same wavelength as marketing minds.

What makes a good chief executive? A person who is highly verbal, logical, and analytical. Typical characteristics of a left brainer.

What makes a good marketing executive? A person who is highly visual, intuitive, and holistic. Typical characteristics of a right brainer.

These 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:

Management deals in reality. Marketing deals in perception.

Management demands better products. Marketing demands different products.

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

Using 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, War in the Boardroom 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.



Praise For War in the Boardroom

“[M]arketing folks should learn to speak in left-brain terminology. The book is a good place to start lessons. Examples are well-explained and down-to-earth. As for managers, even the most logical and analytical types should be able to see the reasoning behind ‘marketing sense.’”
-USA Today

“The Rieses are persuasive in their argument.... Entertaining and enlightening, this book has much for executives and managers at all levels to ponder.”
-Publishers Weekly

“[The Rieses’] engaging arguments are presented in a simple-to-read format, and the examples are persuasive.”
-Harvard Business Review

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