Thinking out of the box - Kathy C. Yohalem

Praise for Thinking Out of the Box

"Kathy C. Yohalem has 'been there; done that.' She has looked intothe future with the eye of an experienced business person, and thisbook helps define for all of us new and enlightening approaches instrategic marketing." –– Michael F. Murphy Senior Vice Presidentand CFO, Chanel, Inc.

"The complicated process of empowering and thus obtaining the verybest in ideas from our executives is critical to a successfulstrategic marketing plan for a company's future. Kathy C. Yohalemhas shown us how to get there by keeping it simple. No keyexecutive should be without Thinking Out of the Box ." –– Sy Jonesformer Senior Partner, Coopers & Lybrand, LLP Professor ofAccounting, NYU, Stern School of Business

"Only Kathy C. Yohalem's brilliant high–tech perspective could havedevised the 21st–century marketing strategies which fill every pageof this provocative handbook for success. She not only makes itcrystal clear that the future is here, but gives you tomorrow'swinning game plan right now, in real time." –– Annette GreenPresident, The Fragrance Foundation

"A wonderfully written, logical, and understanding approach tolinking people, programs, and marketing." –– Mitchell MarksPresident, Royal–Pioneer Industries, Inc.

"Strategic marketing is mission critical to continued businessgrowth and sustained profitability. Kathy C. Yohalem, a seasoned,do–it–yourself marketing executive, has written a book thatprovides practical, solutions–oriented, actionable steps to 'ThinkOut of the Box' –– to help you think and act strategically toexploit the inherent profit potential in your business." –– JamesO. Egan Senior VP and CFO, Riverwood InternationalCorporation

"Thinking Out of the Box very effectively walks the reader throughintegrated marketing communications as we view it today. . . . Amust read." –– Nina T. Kurtis Dean, Business & TechnologyDivision Fashion Institute of Technology

Remember the story of the emperor's new clothes? Well, that kid wasable to see things as they were because he looked at the world froma different perspective. And that's just how it is with strategicmarketing. To be the most creative, competitive company out there,you've got to escape from the business–as–usual mentality and learnto look at your company in a new way –– the way your customers seeit. If you're going to make it into the 21st century, you'd betterlose that old if–it–ain't–broke–don't–fix–it standby. Simply put,you'd better get out of the box, and here's the book to help you doit.