Secrets of the marketing masters : what the best marketers do--and why it works
著者
書誌事項
Secrets of the marketing masters : what the best marketers do--and why it works
AMACOM, American Management Association, c2009
- : hardcover
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注記
Includes index
内容説明・目次
内容説明
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.
目次
CONTENTS
Introduction: Secrets of the Marketing Masters ...................... xiii
Part One-Think Inside Out ................................................. 1
1. Run Marketing Like a Professional Service ............................ 3
2. Build a Marketing Culture ........................................................... 14
3. Become Known as the Voice of the Customer ...................... 29
4. Share the Results That Matter-Good and Bad ...................... 42
Part Two-Think Outside In ................................................. 57
5. Develop Insight into People's Needs ........................................ 59
6. Develop Insight into Businesses' Needs .................................. 74
7. Turn Insight into Foresight ......................................................... 87
8. Build Customer Listening Posts ................................................ 105
Part Three-Connect Emotionally ....................................... 121
9. Find Your Brand's Higher Purpose ........................................... 123
10. Be True to Your Brand's Meaning ............................................. 141
11. Cultivate Positive ``Word of Mouse'' ......................................... 158
12. Cultivate Positive Word of Mouth ............................................. 173
13. Win People's Trust ........................................................................ 189
14. Invest in Relationships ................................................................. 203
Afterword: The Obama Effect ....................................................... 217
The Secrets: A Crib Sheet ............................................................. 229
Acknowledgments ........................................................................... 235
Notes .................................................................................................. 239
Index .................................................................................................. 257
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