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Secrets of the Marketing Masters

  • Livre Relié
  • 288 Nombre de pages
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Informationen zum Autor DICK MARTIN is a writer whose articles have appeared in the Harvard Business Review and other publications... Lire la suite
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Description

Informationen zum Autor DICK MARTIN is a writer whose articles have appeared in the Harvard Business Review and other publications. The author of Tough Calls! he was executive vice president of public relations! employee communications! and brand management for ATT. Klappentext All the rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they watch; and digital technologies have changed how people shop! work and relax. But a small number of senior marketing leaders have tapped into the secrets of what engages consumers and keeps them coming back. This book reveals the keys to their success. Featuring exclusive interviews with experts from Ogilvy and Mather! Digitas! and Booz Allen Hamilton! Secrets of the Marketing Masters offers tips drawn from the experiences of the world's top marketers! from how to gain the confidence of your colleagues on the senior team! to how win your customers' trust. With this real-world! insider advice readers can discover the techniques that will set them apart from the crowd and create lasting customer loyalty. Zusammenfassung In an increasingly expansive, connected, and digitally-driven market, how can your business stand out from the crowd? Discover the secret marketing techniques used by the industry's top leaders that will set you apart and build lasting customer loyalty. Inhaltsverzeichnis CONTENTS Introduction: Secrets of the Marketing Masters ...................... xiii Part OneThink 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 MatterGood and Bad ...................... 42 Part TwoThink 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 ThreeConnect 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 ...

Auteur
DICK MARTIN is a writer whose articles have appeared in the Harvard Business Review and other publications. The author of Tough Calls, he was executive vice president of public relations, employee communications, and brand management for ATT.

Texte du rabat

All the rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they watch; and digital technologies have changed how people shop, work and relax. But a small number of senior marketing leaders have tapped into the secrets of what engages consumers and keeps them coming back. This book reveals the keys to their success. Featuring exclusive interviews with experts from Ogilvy and Mather, Digitas, and Booz Allen Hamilton, Secrets of the Marketing Masters offers tips drawn from the experiences of the world's top marketers, from how to gain the confidence of your colleagues on the senior team, to how win your customers' trust.

With this real-world, insider advice readers can discover the techniques that will set them apart from the crowd and create lasting customer loyalty.



Résumé
In an increasingly expansive, connected, and digitally-driven market, how can your business stand out from the crowd? Discover the secret marketing techniques used by the industry's top leaders that will set you apart and build lasting customer loyalty.

Contenu

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

Informations sur le produit

Titre: Secrets of the Marketing Masters
Auteur:
Code EAN: 9780814409435
ISBN: 978-0-8144-0943-5
Format: Livre Relié
Editeur: Harper Collins (US)
Genre: Publicité et marketing
nombre de pages: 288
Poids: 552g
Taille: H236mm x B165mm x T30mm
Année: 2009
Auflage: SPE