Descriere: "How can your business understand its customers on a more substantive level? Improve teamwork? And fully utilize its human assets, given the constant push to improve the bottom line?" The Whole Brain Business Book offers creative and innovative ways to address these vital issues. It will show you and your organization how to: break free of the "brain rut" that occurs when work is dominated by one thinking style; tap the talents of visionaries and communicators to blossom in times of chaos; build mentally diverse "Whole Brain Teams" that geometrically increase results in marketing, advertising, sales and all forms of problem solving; and develop breakthrough insights that will improve the way you supervise, manage, lead, and resolve conflict; and establish a climate for ongoing creativity and receptivity to change. Ned Herrmann's extensive, long-term research on thinking and creativity has won national awards. His work is widely regarded as superseding "left brain/right brain" models and other earlier concepts. He developed and validated the Herrmann Brain Dominance Instrument, as assessment tool completed by more than a million people, and designed leading international workshops on creative, strategic, and whole brain thinking. His ideas are in use at Fortune 100 companies and smaller firms worldwide. Here at last he presents his concepts to business readers everywhere. Enhanced by exercises that will help you to better understand your own thinking styles - and enriched by examples from DuPont, General Electric, and other companies now profiting from Whole Brain Technology - The Whole Brain Business Book will introduce new levels of flexibility, creativity, and innovation into yourcorporate culture.
Autori: Ned Herrmann, Herrmann Ned | Editura: Mcgraw Hill | Anul aparitiei: 1996 | ISBN: 9780070284623 | Numar de pagini: 334 | Categorie: Business
David A. Aaker
In this compelling work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing ...
Theodore Levitt, I. M. Levitt
Marketing Imagination: New, Expanded Edition
Since its publication in 1983, The Marketing Imagination has been widely praised as the classic, all-inclusive "Levitt on Marketing." Now Theodore Levitt -- renowned as the Harvard Business School's "guru of marketing" -- has newly expanded his original work to recap the developing globalization debate and to respond to his critics. He has also added his famed McKinsey Award-winning essay "Marketing Myopia," and included detailed accounts of how to maximize the product life cycle and achieve the delicate balance between innovation and imitation. As before, this new edition of The Marketing Imagination shows Levitt at his best -- sharp, knowledgeable, erudite, and, yes, as imaginative as ever.
Margaret A. Neale, Max H. Bazerman
In Negotiating Rationally , Max Bazerman and Margaret Neale explain how to avoid the pitfalls of irrationality and gain the upper hand in negotiations. For example, managers tend to be overconfident, to recklessly escalate previous commitments, and fail to consider the tactics of the other party. Drawing on their research, the authors show how we are prisoners of our own assumptions. They identify strategies to avoid these pitfalls in negotiating by concentrating on opponents' behavior and developing the ability to recognize individual limitations and biases. They explain how to think rationally about the choice of reaching an agreement versus reaching an impasse. A must read for business professionals.