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

Autore: Dick Martin
Editore: New York : American Management Association, ©2009.
Edizione/Formato:   Libro : EnglishVedi tutte le edizioni e i formati
Banca dati:WorldCat
Sommario:
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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Tipo documento: Book
Tutti gli autori / Collaboratori: Dick Martin
ISBN: 9780814409435 0814409431
Numero OCLC: 276334371
Descrizione: xxii, 265 pages : illustrations ; 24 cm
Contenuti: 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.
Responsabilità: 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  Per saperne di più…

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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 Per saperne di più…

 
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