Secrets of the Marketing Masters

What the Best Marketers Do--And Why It Works
Special Auflage
ISBN: 978-0-8144-0943-5
Verlag: Amacom

Buch, Englisch, 288 Seiten, Format (B × H): 162 mm x 237 mm, Gewicht: 564 g

All the rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they watch; and digital technologies have changed how people shop, work and relax. But a small number of senior marketing leaders have tapped into the secrets of what engages consumers and keeps them coming back. This book reveals the keys to their success. Featuring exclusive interviews with experts from Ogilvy and Mather, Digitas, and Booz Allen Hamilton, Secrets of the Marketing Masters offers tips drawn from the experiences of the world’s top marketers, from how to gain the confidence of your colleagues on the senior team, to how win your customers’ trust. With this real-world, insider advice readers can discover the techniques that will set them apart from the crowd and create lasting customer loyalty.

Autoren/Hrsg.

Martin, Dick

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

CONTENTS Introduction: Secrets of the Marketing Masters. xiii Part One—Think Inside Out. 1 1. Run Marketing Like a Professional Service. 3 2. Build a Marketing Culture. 14 3. Become Known as the Voice of the Customer. 29 4. Share the Results That Matter—Good and Bad. 42 Part Two—Think Outside In. 57 5. Develop Insight into People’s Needs. 59 6. Develop Insight into Businesses’ Needs. 74 7. Turn Insight into Foresight. 87 8. Build Customer Listening Posts. 105 Part Three—Connect Emotionally. 121 9. Find Your Brand’s Higher Purpose. 123 10. Be True to Your Brand’s Meaning. 141 11. Cultivate Positive ‘‘Word of Mouse’’. 158 12. Cultivate Positive Word of Mouth. 173 13. Win People’s Trust. 189 14. Invest in Relationships. 203 Afterword: The Obama Effect. 217 The Secrets: A Crib Sheet. 229 Acknowledgments. 235 Notes. 239 Index. 257

Über Autor(innen)

Dick Martin was formerly executive vice president of public relations and brand management for AT&T. He has written for such publications as the Harvard Business Review, BusinessWeekOnline, Chief Executive, and Leader to Leader.