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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It seems that up until just a few years ago, the ad men of Madison Avenue ruled the fiercely competitive marketing world. The creative geniuses who ran these agencies seemed to have a playbook for every product category: push beer during weekend sports, sell soap on the daytime dramas, and whatever you do, do it in a 30-second TV spot. But today, the old marketing formulas don’t work. Changes in technology have changed people’s behavior; they have different habits, tastes, and values. Most of today’s marketing masters have moved off Madison Avenue, and advertising is only part of their jobs. In fact, the intellectual capital of the marketing world seems to have moved to the client side. But these marketing masters are not necessarily “superstars.” Some of them work quietly behind the scenes. They all tend to stay in one place longer than average. And they seem to have cracked the code on helping their companies achieve consistent profitable growth. But just what is their secret?
Secrets of the Marketing Masters reveals the keys 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, this book 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 more than 90 specific tips drawn from the experiences of the world’s top marketers and real-life examples from both consumer and business-to-business marketing, it shows you how to:
• Develop insight into people’s needs
• Share results that matter—good and bad
• Get to know your customer
• Become your customer’s voice
• Be true to your brand’s meaning
• Build a strong team of creative professionals
• Stay in touch with customers’ changing desires, needs, and values
• Make it easy for customers to ask questions or make complaints
• Understand new trends in the digital world
• Cultivate positive word of mouth both on and offline
When it comes to brilliant marketing, Dick Martin is an expert. For 32 years he honed his skills at AT&T where he was executive vice president of public relations, employee communications, and brand management. Here he offers rare insights from the well-known marketing masters—like John Hayes at American Express and Beth Comstock at General Electric—to lower-profile masters like Rob Malcolm at Diageo and Alessandro Manfredi at Unilever.
Successful marketing is an art, and only the truly savvy seem to get it just right. With Secrets of the Marketing Masters, you will be one of the few who know exactly what your customers want, even before they do.
Dick Martin was formerly executive vice president of public relations, employee communications and brand management for AT&T. He has written for publications such as the Harvard Business Review, BusinessWeek Online, Chief Executive, and Leader to Leader. He lives in Summit, New Jersey.
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