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One of America's most successful marketing executives reveals tips and techniques of the massmarketing 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 highpressure world and provides readers with the essential ingredients needed to become not just market leaders­­but 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.

作者简介:

Bradford C.Kirk,is the chief marketing officer for the Andrew Jergens Company.His career as a CMO has included stops at Unilever's Helene Curtis,Twentieth Century Fox,and helped brands from Salom Selectives to Mrs.Dash carve out profitable niches in the highly competitie consumer packaged goods marketplace.

Prdface

Acknowledgments

Lesson 1 PERSONAL CHARACTERISTICS OF SUCCESSFUL MARKETERS

Leadersip

Innovation

Passion

CMO Checkpoints

Lesson 2 MARKETING RESEARCH

Types of Marketing Research

Matching Tools to Research Needs

Syndicated Store and Panel Scanner Data

CMO Checkpoints

Lesson 3 ADVERTISING CREATIVE

You Need to Believe in the Power of Advertising

Strong Advertising Starts with a Strong Brand Positioning

Translate You Positioning Statement into a Creative Brief

Fully Leverage Your Advertising Agency

Think of Your Agency Staff as Your Staff

How to Manage the Creative Process

Mastering the Art of Compelling Advertising

Rdducing Costs in Advertising Production

CMO Checkpoints

Lesson 4 MEDIA

ABCs of Advertising Media

How to Set Your Media Budget

Media Selection:Know Thy Target Audience

Fix the Mix

Reaching Consumers at the Right Time

TV and Print Picks

Making the Buys

CMO Checkpoints

Lesson 5 PRODUCT PUBLICITY

Lesson 6 RETAILERS

Lesson 7 NEW PRODUCTS

Lesson 8 FINANCIAI OPTIMIZATION

Lesson 9 GIOBAL MARKETING

Lesson 10 THE FUTURE OF MARKETING

Index

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书籍介绍

One of America＇s most successful marketing executives reveals tips and techniques of the massmarketing giants~Today＇s best marketing minds are in the consumer packaged goods industry, working with bud