Here is the synopsis of our sample research paper on “Horse Sense: The Key to Success is Finding a Horse to Ride” by Al Ries and Jack Trout. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
A 5 page book review of this business marketing text that was first published in 1990. No additional sources are used.
Page Count:
5 pages (~225 words per page)
File: TG15_TGhorsense.rtf
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Unformatted sample text from the term paper:
1968, they could have hardly imagined that beginning in 1980 with the release of their first book, Positioning, they would become the most sought-after marketing gurus in the business world.
This professional respect was cemented with the release of their informative text, Horse Sense: The Key to Success is Finding a Horse to Ride, which was originally published in
1990. What Ries and Trout initially do, with great effectiveness, is to dispel all of the myths surrounding business self-promotion. Their collective message is that in order to
climb atop the corporate ladder and stay there, the ambitious businessperson must think of himself or herself not simply as an employee but as an actual product of the company,
reflecting to the outside world everything that firm has to offer. But the critical difference between Ries and Trout and their marketing predecessors is that in Horse Sense, they
advise this corporate product to essentially start thinking outside the box. The book favors an external motivational approach, with the authors boldly claiming that while losers are pondering within
what they can do or change within themselves to succeed, winners are probing all of the parameters that exist beyond themselves. The difference between winning the race and pulling
up the rear is not found within the jockey, but in picking the right horse to ride to cross the finish line first. What is responsible for that magical winning
combination of jockey and horse? Ries and Trout (1990) contend it has more to do with the company itself than with the individual. Talent is fine, but not
nearly enough. The trick is not for the person to define what skills are needed to achieve goals, but to market these abilities so that they represent what others
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