Dick Martin

Secrets of the Marketing Masters

What the Best Marketers Do--And Why It Works

• Gebundenes Buch

Produktbeschreibung

As markets fragment and globalize, consumers gain greater control over when and what media they use, and digital technologies change how people shop, work, and relax, the go-to rules of marketing aren't what they once were. Featuring exclusive interviews with top consumer and business-to-business marketers at companies like PG, Unilever, GE, Nortel, and American Express, this insider guide offers practical advice to help you engage consumers and keep them coming back. Secrets of the Marketing Masters does this by teaching readers the key to gaining the trust and confidence of others--including your colleagues on the senior team as well as your customers. 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 on and offline; and spot and leverage new trends. By learning how to meet customers where they are, mastering the latest and greatest digital marketing strategies, and gaining more exposure for your unique and exciting products and services, you'll achieve the kind of brand loyalty that guarantees long-term growth.

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Produktdetails

• Verlag: AMACOM / McGraw-Hill Professional
• SPE
• Seitenzahl: 288
• Erscheinungstermin: 1. Mai 2009
• Englisch
• Abmessung: 237mm x 162mm x 34mm
• Gewicht: 562g
• ISBN-13: 9780814409435
• ISBN-10: 0814409431
• Artikelnr.: 25994026

Autorenporträt

Dick Martin (Summit, NJ) 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, BusinessWeek Online, Chief Executive, and Leader to Leader.

Inhaltsangabe

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