War in the Boardroom

Ch. 1. Management deals in reality. Marketing deals in perception -- Ch. 2. Management concentrates on the product. Marketing concentrates on the brand -- Ch. 3. Management wants to own the brand. Marketing wants to own the category -- Ch. 4. Management demands better products. Marketing demands different products -- Ch. 5. Management favors a full line. Marketing favors a narrow line -- Ch. 6. Management tries to expand the brand. Marketing tries to contract the brand -- Ch. 7. Management strives to be the "first mover." Marketing strives to be the "first minder." -- Ch. 8. Management expects a "big-bang" launch. Marketing expects a slow takeoff -- Ch. 9. Management targets the center of the market. Marketing targets one of the ends -- Ch. 10. Management would like to own everything. Marketing would like to own a word -- Ch. 11. Management deals in verbal abstractions. Marketing deals in visual hammers -- Ch. 12. Management prefers a single brand. Marketing prefers multiple brands -- Ch. 13. Management values cleverness. Marketing values credentials -- Ch. 14. Management believes in double branding. Marketing believes in single branding -- Ch. 15. Management plans on perpetual growth. Marketing plans on market maturity -- Ch. 16. Management tends to kill new categories. Marketing tends to build new categories -- Ch. 17. Management wants to communicate. Marketing wants to position -- Ch. 18. Management wants customers for life. Marketing is happy with a short-term fling -- Ch. 19. Management loves coupons and sales. Marketing loathes them -- Ch. 20. Management tries to copy the competition. Marketing tries to be the opposite -- Ch. 21. Management hates to change a name. Marketing often welcomes a name change -- Ch. 22. Management is bent on constant innovation. Marketing is happy with just one -- Ch. 23. Management has the hots for multimedia. Marketing is not so sure -- Ch. 24. Management focuses on the short term. Marketing focuses on the long term -- Ch. 25. Management counts on common sense. Marketing counts on marketing sense.