基本信息出版社：McGraw-Hill Contemporary
页码：240 页
出版日期：2003年03月
ISBN：0071403175
条形码：9780071403177
装帧：精装
正文语种：英语

内容简介 在线阅读本书

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 leaders - but 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 the Alberto-Culver Company, where he has helped brands from Salon Selectives to Meow Mix carve out profitable niches in the highly competitive consumer packaged goods marketplace.