The
late business guru Peter Drucker put marketing at the center of a business's
purpose, but that center tums out to be peppered with blind alleys and
potholes," explains author Dick Martin, fonner AT&T public relations and
brand management executive. He understands the tough atmosphere and how
marketing departments can pun through it-by looking to that short list of
marketers 'N'Jrt!1y of the title of "Master" and leam 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: July
16,2009; $24.00 Hardcover), Martin explores the best advice ofa 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 explores 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, Business WeekOnline. Chief
Executive, and Leader to Leader. He is also the author of Tough Calls and
Rebuilding Brand America. He lives in Summit, New Jersey.
Title: SECRETS OF THE MARKETING MASTERS: What the Best Marketers Do - and
Why It Works
Author: Dick Martin
ISBN: 978-0-8144-0943-5
Pub. Date: July 16,
2009
Price: $24.00
Hardcover Pages: 288
For a review copy, call 212-903-7951 or fax 212-903-8083. Visit AMACOM
online at http://www.amacombooks.org. Find book covers and author photos
online at http://www.amacombooks.org/go/artl
