Скачать с ютуб Jim Lecinski | Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern в хорошем качестве

Jim Lecinski | Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern

A CMO Confidential Interview with Jim Lecinski, Clinical Professor of Marketing at The Kellogg School of Management, 2-time author and former Google VP. Jim discusses the need to teach both durable and perishable knowledge, the importance of faculty composition, why students should "sample" B-Schools, and how the Northwestern "House Design" keeps it ranked #1 in marketing. We go inside the Insomnia Cookies Case which uses GOST (Goals, Objectives, Strategy and Tactics) and 70/20/10 to train students on driving revenue, profit and market share. Tune in to hear why you shouldn't be a "Tumbleweed" and instead strive to "Meet the universe halfway." 00:00 – Welcome & Intro 03:42 – From Google to the Classroom 07:25 – Are Business Schools Outdated? 12:10 – What Makes Northwestern Different 16:32 – The Insomnia Cookies Case 20:48 – Introducing the GOST Model 28:55 – The 70/20/10 Growth Framework 33:30 – Avoiding the “Gold Mine” Trap ⸻ #InsomniaCookiesmarketingstrategy, #GOSTmodelmarketing, #KelloggSchoolofManagementmarketing, #JimLecinskiGoogle, #MikeLintonCMOpodcast, #MarketingeducationKellogg, #Durablevs.perishablemarketing, #MarketingcasestudiesMBA, #Incrementalmarketinggrowth, #Howtogrowabrand, #CMOcareeradvice, #Businessschoolmarketingcurriculum, #MarketingROImetrics