Secrets of the Marketing Masters - Robert Cole - Bog

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 PG, 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.