Secrets of the Marketing Masters
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 PaG, 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 customersa trust. Marketers will discover how to: ac build a marketing culture ac share results that matteragood and bad ac connect with customers on an emotional level ac find ways to amplify the customer voice within their company ac run marketing like a professional service ac cultivate positive word of mouth both on and offline ac build customer listening posts ac 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.As a credit card company, American Express has access to its customersa#39; most intimate financial information and compiles ... Marketers from Coca-Cola and JCPenney to HP and General Electric are investing heavily in Customer Relationshipanbsp;...
| Title | : | Secrets of the Marketing Masters |
| Author | : | Dick MARTIN |
| Publisher | : | AMACOM Div American Mgmt Assn - 2009-05-15 |
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