Secrets of the Marketing Masters

What the Best Marketers Do -- And Why It Works

 Secrets of the Marketing Masters

Author: Dick Martin
Pub Date: May 2009
Print Edition: $24.00
Print ISBN: 9780814409435
Page Count: 288
Format: Hardback
e-Book ISBN: 9780814410226

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Table of Contents

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

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