Father and daughter marketing experts and bestselling authors of The Fall of Advertising
, the Rieses explore the gulf between management and marketing and show why this gulf is bad for business, customers and the economy. They demonstrate how the two groups think differently: management deals in reality (left brain), while marketing deals in perception (right brain). This dichotomy extends to every facet of operation, including product versus brand, better versus different products and communicating versus positioning. The authors use a multitude of company examples from Booz Allen Hamilton, McDonald's, Pepsi and MasterCard to elucidate their points, showing how the two groups approach vital issues such as growth, competition and branding, underscoring the need for both marketing and management to understand the other side's perspective and priorities. The Rieses are persuasive in their argument, examining tried-and-true brands as well as those that have faded. Entertaining and enlightening, this book has much for executives and managers at all levels to ponder. (Mar.)
