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Secrets of the marketing masters : what the best marketers do--and why it works

Author: Dick Martin
Publisher: New York : American Management Association, ©2009.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
The old rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they use; and digital technologies have changed how people shop, work, and relax. But a small number of senior marketing leaders know how to engage consumers and keep them coming back -- and this book reveals the secrets to their success.
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Document Type: Book
All Authors / Contributors: Dick Martin
ISBN: 9780814409435 0814409431
OCLC Number: 276334371
Description: xxii, 265 pages : illustrations ; 24 cm
Contents: Introduction: Secrets of the marketing masters --
Think inside out. Run marketing like a professional service --
Build a marketing culture --
Become known as the voice of the customer --
Share the results that matter, good and bad --
Think outside in. Develop insight into people's needs --
Develop insight into businesses' needs --
Turn insight into foresight --
Build customer listening posts --
Connect emotionally. Find your brand's higher purpose --
Be true to your brand's meaning --
Cultivate positive "word of mouse" --
Cultivate positive word of mouth --
Win people's trust --
Invest in relationships --
Afterword: the Obama effect --
The secrets: a crib sheet.
Responsibility: Dick Martin.

Abstract:

Offers tips drawn from the experiences of various marketers, from how to gain the confidence of colleagues on the senior team, to how win customers' trust. This book helps readers discover the  Read more...

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""Secrets of the Marketing Masters" best serves executives and advertising departments looking to move their message into the new marketing realm, rolling out a successful campaign while avoifing Read more...

 
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