Secrets of the Marketing Masters

What the Best Marketers Do -- And Why It Works

 Secrets of the Marketing Masters

Author: Dick Martin
Pub Date: May 2009
Print Edition: $24.00
Print ISBN: 9780814409435
Page Count: 288
Format: Hardback
e-Book ISBN: 9780814410226

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Secrets of the Marketing Masters

New AMACOM Book Reveals the Strategic Thinking of Top Marketers as They Create Today’s Most Memorable Brands

With current market conditions the toughest they’ve been in decades, every marketing professional plays a critical role in acquiring, winning and retaining customers. And even if they’re not Chief Marketing Officers, they still have to deal with same issues of market ambiguity, complexity and accountability.

“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,” explains author Dick Martin, former AT&T public relations and brand management executive. He understands the tough atmosphere and how marketing departments can pull through it—by looking to that short list of marketers worthy of the title of “Master” and learn from the successes and mistakes of some of the best in the business. In SECRETS OF THE MARKETING MASTERS: What the Best Marketers Do – and Why It Works (AMACOM 2009), Martin explores the best advice of a variety of marketing gurus from headhunters and ad agency heads to academics, consultants, and the masters themselves. The result is an engaging collection of success stories featuring some of the great marketing innovators of our time.

With examples from marketing powerhouses like P&G, Zappos, IBM, Burger King, General Electric, and the Geek Squad, SECRETS OF THE MARKETING MASTERS illustrates how to prioritize, reinvigorate, prove your marketing department to themselves, the company, and the competition. Martin ecplores how to:

- Instill a marketing culture in an organization, top to bottom. Marketing works best when it serves the organization as a whole.

- Set up metrics that matter, not just the ones that are convenient. Everyone must prove their worth in today’s business environment, so make sure you are aiming for what’s crucial.

- Pull in customers with engaging experiences rather than pushing products. People don’t live their lives around your products, so be there for them through engagement.

- Uncover their brand’s higher purpose and then express it across every touch point. Your company does not exist without the people you serve, so find a way to convey your value to them at every turn.

Readers will learn insider tips from Target’s five secrets of trend spotting to the back stories behind marketing successes such as Dove’s Real Beauty campaign. They learn the flip side too, such as how even the best name brands can lose their way, the single biggest mistake marketers make (and how to avoid it), and why so many innovations fail. There is even “A Crib Sheet for the Secrets” to reinforce the lessons in the book. Both a glimpse into the minds of the smartest marketers in the room and a practical guide of tips and tactics, SECRETS OF THE MARKETING MASTERS shows marketers what it takes to succeed in today’s tough business climate.

“Dick Martin has created something rare among traditional how-to business books: He brings to vivid life some of the true heroes of our industry…a must-read for every CMO seeking to make their mark.”

—Hayes Roth, Chief Marketing Officer, Landor Associates.

About the Author:

Dick Martin was formerly executive vice president of public relations and brand management for AT&T. He has written for such publications as the Harvard Business Review, BusinessWeekOnline, Chief Executive, and Leader to Leader. He is also the author of Tough Calls and Rebuilding Brand America. He lives in Summit, New Jersey.

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