- Hardcover: 288 pages
- Publisher: AMACOM; Special ed. edition (May 15, 2009)
- Language: English
- ISBN-10: 0814409431
- ISBN-13: 978-0814409435
- Product Dimensions: 6.5 x 1.2 x 9.3 inches
- Shipping Weight: 1 pounds (View shipping rates and policies)
- Average Customer Review: 6 customer reviews
- Amazon Best Sellers Rank: #962,524 in Books (See Top 100 in Books)
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Secrets of the Marketing Masters: What the Best Marketers Do -- And Why It Works Hardcover – May 15, 2009
"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 some of the pitfalls of the wired world." --Houston Business Journal
All 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. This book reveals the secrets to their success. Featuring exclusive interviews with top consumer and business-to-business marketers at companies like P&G, Unilever, GE, Nortel and American Express, Secrets of the Marketing Masters offers insight and practical advice, from how to gain the confidence of your colleagues on the senior team to how win your customers’ trust. Marketers will discover how to:
• build a marketing culture
• share results that matter–good and bad
• connect with customers on an emotional level
• find ways to amplify the customer voice within their company
• run marketing like a professional service
• cultivate positive word of mouth both on and offline
• build customer listening posts
• develop forward sensing mechanisms to spot new trends
With this real-world, insider advice, readers can discover the techniques that will set them apart from the crowd and create lasting customer loyalty.
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His tactic of looking from both inside the firm and from the perspective of the customer is very helpful for long range planning and it is a tactic that many firms miss.
I was amazed at how the skillsets needed by good marketeers are the same ones needed by good supervisors and project managers.
Must read for leadership studies.
Dick Martin, former AT&T public relations and brand management executive understands the tough atmosphere of todays business environment. He gives the reader examples from the great marketing powerhouses such as P&G and Zappos.
The book is actually directed at the corporate culture and not the individual entrepreneur. But anyone will find it helpful.
- Susanna K. Hutcheson
The reader will certainly understand that marketing has changed a great deal in the past 10 years. The use of the internet as a marketing tool has greatly contributed to this.
The book is well-researched, and Dick Martin has captured the views of leading marketing experts in successful companies and executive search organizations.
It is astonishing to learn the measures that marketing experts are taking these days to delve more deeply into the habits, needs, and social settings of customers and potential customers. The author also points out that marketing is more than building a marketing department. Successful marketing involves nearly all of the various departments in a company working together to build a marketing culture in tune with goals and objectives of the CEO.