Secrets of the Marketing Masters
What the Best Marketers Do -- And Why It Works
Author: Dick Martin
Pub Date: May 2009
Print Edition: $24.00
Print ISBN: 9780814409435
Page Count: 288
e-Book ISBN: 9780814410226
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Back Cover Copy
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.
Featuring exclusive interviews with top consumer and business-to-business marketers at companies like P&G, Unilever, GE, Diageo, 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 to win your customers’ trust.
With this real-world, insider advice, you can discover the techniques that will set you apart from the also ran marketing crowd and enable you to create lasting customer loyalty.
Advance Praise for Secrets of the Marketing Masters:
“From cover to cover, Dick Martin’s book abounds with insights every marketer should heed.”
— Keith Reinhard, Chairman Emeritus, DDB Worldwide
“Well-researched, beautifully and compellingly written. Every CMO interested in achieving real, measurable success should read this book; they’ll find it a hard one to put down!”
— Hayes Roth, Chief Marketing Officer, Landor Associates
“Martin brings to marketing the insight of successful executives. He has interviewed the ‘masters’ of the craft, backed up his observations with credible research, and integrates information into a compelling narrative—the best example of business journalism applied to marketing yet.”
— Dr. Michael B. Goodman, professor; Director, Corporate Communication International;
Baruch College, The City University of New York
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