SECRETS OF THE MARKETING MASTERS: WHAT THE BEST MARKETERS DO—AND WHY IT WORKS

Book ID/图书代码： 00431008B24230

English Summary/英文概要： 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 P&G, 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 customers’ trust. Marketers will discover how to:

• build a marketing culture

• share results that matter–good and bad

• connect with customers on an emotional level

• find ways to amplify the customer voice within their company

• run marketing like a professional service

• cultivate positive word of mouth both on and offline

• build customer listening posts

• 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.

Chinese Summary/中文概要： 市场营销的传统规则是众所周知的。市场变得越来越分散，也越来越全球化；消费者更懂得如何控制媒体对他们的影响；还有高科技是如何改变人们消费、工作和休闲的。但是一小群专业市场领导者知道如何让消费者继续回来光顾。本书将揭露这些人成功背后的秘密。书中囊括了对高端消费者及宝洁、联合利华、通用电气、北方电信有限公司和美国运通等知名企业的市场人员的采访。本书提供了颇有见地并有实践意义的建议，包括如何赢取合作伙伴的信任和如何赢取消费者的信任。市场人员们将会从书中获得以下信息：
·建立市场文化
·分享好和坏的不同结果
·从情绪方面接触消费者
·增强消费者的口碑
·像专业机构一样做营销
·人前人后都建立积极语言
·建立消费者倾听的地位
·发展感觉机制以跟上时代潮流
在这个现实的世界里给予内部的建议，读者会发现许多能让他们鹤立鸡群始终保持顾客的忠诚度。(兼职翻译-LN)

Awards/获奖情况：“Dick Martin的书中的简介是每个市场人员都需要的阅读的。”——Keith Reinhard，恒美广告主席
“作者作了详尽的调查研究，行文雅致且具说服力。他采访了该行业的众多大师，用可信的研究成果配合他的观察，以及丰富的信息来组成这篇易懂的书——将商业新闻的内容运用到市场营销领域的最好的书籍。”——Michael B. Goodman博士，纽约城市大学教授教授，国际通讯公司主席

About the Author/作者介绍： Dick Martin是AT&T公司公共关系和品牌管理部的前任行政副主席。他曾为哈佛商业评论、商业周刊、首席行政官、从领导到领导等刊物撰写文章。

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 Week Online, Chief Executive, and Leader to Leader.

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：

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