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.
Author(s): Dick Martin
Year: 2009
Language: English
Pages: 288
Contents......Page 8
Introduction: Secrets of the Marketing Masters......Page 14
Part One: Think Inside Out......Page 24
1. Run Marketing Like a Professional Service......Page 26
2. Build a Marketing Culture......Page 37
3. Become Known as the Voice of the Customer......Page 52
4. Share the Results That Matter–Good and Bad......Page 65
Part Two: Think Outside In......Page 80
5. Develop Insight into People’s Needs......Page 82
6. Develop Insight into Businesses’ Needs......Page 97
7. Turn Insight into Foresight......Page 110
8. Build Customer Listening Posts......Page 128
Part Three: Connect Emotionally......Page 144
9. Find Your Brand’s Higher Purpose......Page 146
10. Be True to Your Brand’s Meaning......Page 164
11. Cultivate Positive ‘‘Word of Mouse’’......Page 181
12. Cultivate Positive Word of Mouth......Page 196
13. Win People’s Trust......Page 212
14. Invest in Relationships......Page 226
Afterword: The Obama Effect......Page 240
The Secrets: A Crib Sheet......Page 252
Acknowledgments......Page 258
Notes......Page 262
B......Page 280
C......Page 281
G......Page 282
I......Page 283
M......Page 284
O......Page 285
R......Page 286
U......Page 287
Z......Page 288
