The Working Week 117

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THIS WEEK'S HIGHLIGHTS

Up and Down

How to stay positive when the economy is down

Can the Ego

Real leaders leave their egos at home

Zero-Sum Myth

Was Ebenezer Scrooge the grand-daddy of the MBA?

Too Clever?

How do you manage brilliant people?

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This week, Wayne talks to writer and long-time M-I columnist, Jurgen Wolff, about his new book, Marketing for Entrepreneurs.

Jurgen starts from the premise that entrepreneurs are great at coming up with new ideas and putting these into practice – often by sheer passion alone. But for long-term success they must be aware of the secrets of marketing. And even if they don't always market their product themselves, they need to understand the processes enough to ensure that the job is being done well.

As Jurgen explains, marketing is an entire process of researching, creating, distributing and selling the product or service. It isn't about theory and metrics, its about telling your story.

The intro music to the Working Week is "The Warrior" by The EMP Project, used with permission of Blue Canoe Records.

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Show synopsis
"The Working Week" is a weekly digest of news, blogs, and opinion from the pages of www.management-issues.com. Each week, host Wayne Turmel leads a spirited discussion on matters important to business, management development and human resources and the things that have caught his - and his guests' - eyes.
In association with The Podcast Network
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