Secrets of the Marketing Masters: What the Best Marketers Do--And Why It Works

Secrets of the Marketing Masters: What the Best Marketers Do--And Why It Works

Secrets of the Marketing Masters: What the Best Marketers Do--And Why It Works

Secrets of the Marketing Masters: What the Best Marketers Do--And Why It Works

Synopsis

All 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. 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, Nortel 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 win your customers' trust. 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 both on and offline

• build customer listening posts

• develop forward sensing mechanisms to spot new trends


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

Excerpt

“The purpose of business is to create and keep a customer.
Only two functions do this: marketing and innovation.
All the rest are costs.”

—PETER DRUCKER

WHAT THIS BOOK IS ABOUT

The late business guru Peter Drucker put marketing at the center of a business's purpose, but that center turns out to be peppered with blind alleys and potholes.

What makes some marketers successful while others are the fruit flies of the “C-suite,” nuisances who fill the air with buzzing but don't accomplish much in their blessedly short lives? Sadly, in recent years, the fruit flies of marketing have been multiplying. According to executive recruiter Spencer Stuart, chief marketing officers last only about two years. Since it takes almost that long for most marketing campaigns to get off the ground, it seems that the average chief marketing officer has one—maybe two—times at bat. By contrast, the average rookie baseball player can look forward to more than five and half years in uniform.

No one can bat a thousand, but a small number of marketers would be on anyone's All-Star team. I call them the masters of marketing. They sometimes get their names in the paper. If, like some of the . . .

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