Index
accountability see responsibility
accounts 30, 44–5, 55–6, 61
accruals
budgets and 53
cash and 53, 55–6
acquisitions 12–13, 57
add-ons and pricing 27
adversity, coping with 148–9
see also crises
advertising 21–4
alcohol 138, 182
allies 130
see also networks and sponsors
Amazon 7
ambition 175
anchoring 27, 133, 136–7, 164
appearance 166–7
aptitude tests 69
arguments see disagreements
asking 122
assertiveness 146
assumptions
numbers and 38–9, 40, 46–7, 50
see also expectations
attitudes 29, 33, 82, 133
controlling one’s own 124, 135
needed for leadership 182–3
to training 70–2
see also personality types
audience, advertising and 21, 22
automation 59
averages 26, 29, 39
bait and catch pricing 27
balance, work–life 142–3
balanced scorecard 54–5
barcodes x
basic skills 154, 175–6
BCG 2
BCG grid 2
behaviour, statements and 29, 33
beliefs see assumptions and attitudes
benefits
advertising and 21, 23
customer decision making and 32–3
beta see CAPM
BFO 5
blame see responsibility
blue ocean strategy 3, 15
bonuses 74, 75, 77
bosses
managing 175–6
and motivation 104
and networks 129
team members’ expectations of 97–9
BPR see reengineering
brand character 21, 23
brevity 7
briefing advertising agencies 21–2
budgets
controlling 52–3
incrementalism 6
managing 51–2, 61–3
negotiating 49–51
overseeing 52–3
setting 50–1
Buffett, Warren 76
businesses
agendas, strategy and 5
culture 75–7
decision making in 131
failure 2
financial models 42–3
financing 41–2
focus 10
growth and decline 73
individual survival and 63–4
restructuring 88–91
size, and politics 177
sources of information on 30–2
starting 16–18
strategy see strategy
buying decisions 29, 32–3, 34
‘Cs’ of marketing 20–1
campaigns 59–60
CAPM (Capital Asset Pricing Model) 45–7,
48, 49
career progression 150–1, 170–8
caring 104–5, 106, 166
cash flow 45
accruals and 53, 55–6
causality 39
celebration see praise
change 82–3
method changes 58–60
natural and campaign 59–60
in organisation culture 76–7
changing jobs 150–1
see also CVs
channels 5, 20
character types 118–20, 177–8
charisma 99

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