Lessons From A Chief Marketing Officer

What It Takes To Win In Consumer Marketing

Bradford C. Kirk

258 pages, parution le 05/05/2003

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Résumé

One of America's most successful marketing executives reveals tips and techniques of the mass marketing giants

Today's best marketing minds are in the consumer packaged goods industry, working with budgets of $100 million or more to pitch everything from soft drinks to shaving cream. Lessons from a Chief Marketing Officer takes an inside look at this high pressure world and provides readers with the essential ingredients needed to become not just market leaders but leaders committed to great marketing.

Dynamic and packed with hands-on techniques, Lessons from A Chief Marketing Officer reveals the strategies top marketers use to capture and dominate their markets. It explains how organizations of any size can emulate the leaders and transform marketing into an organizational prerogative, one designed to capture the minds and pocketbooks of the buying public.

Contents

Personal Characteristics of Successful Marketers
Marketing Research
Advertising Creative
Media
Product Publicity
Retailers
New Products
Financial Optimization
Global Marketing
The Future of Marketing

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Bradford C. Kirk
Parution	05/05/2003
Nb. de pages	258
Format	14,5 x 21,7
Couverture	Relié
Poids	476g
Intérieur	Noir et Blanc
EAN13	9780071403177