Secrets of the Marketing Masters: What the Best Marketers Do -- And Why It Works

By Dick Martin

As markets fragment and globalize, consumers gain greater control over when and what media they use, and digital technologies change how people shop, work, and relax, the go-to rules of marketing... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0814409431
• ISBN13: 9780814409435
• Release Date: May 2009
• Publisher: AMACOM
• Length: 288 Pages
• Weight: 1.25 lbs.
• Dimensions: 9.3" x 1.2" x 6.4"

Customer Reviews

Secret Sauce

This insider's look at marketing mavens' most successful techniques should be called "Secret Sauce Revealed." This is really an excellent guide for anyone who is, or wants or needs to be, strong in marketing - at every level within a corporation with major league brands. But, maybe most importantly, senior officers (including, especially, finance and accounting folks who often are clueless in this area) should read this book to understand that their business, just like every successful business, is first and foremost a marketing machine. If they don't understand that fact, and put it at the core of what they do every day, they - and, eventually, their company - will not be around for long.

Beyond "The Big Idea"

This brilliant and beautifully-written book has already helped me in my teaching and practice of marketing. In the classroom, I have used the examples in this book to illustrate marketing concepts that marketing texts tend to explain in unnecessarily abstract ways. Secrets of the Marketing Masters is much more than compendium of today's leading marketing practices. It is a book that points to the future of marketing, which lies beyond "The Big Idea." I enthusiastically recommend it to those who aspire to be leading practitioners of marketing, to students of marketing, and to faculty, too.

A timely and thought provoking read

This is an excellent book which should be a timely and valuable resource to company executives and can also be of interest to consumers, as well. The reader will certainly understand that marketing has changed a great deal in the past 10 years. The use of the internet as a marketing tool has greatly contributed to this. The book is well-researched, and Dick Martin has captured the views of leading marketing experts in successful companies and executive search organizations. It is astonishing to learn the measures that marketing experts are taking these days to delve more deeply into the habits, needs, and social settings of customers and potential customers. The author also points out that marketing is more than building a marketing department. Successful marketing involves nearly all of the various departments in a company working together to build a marketing culture in tune with goals and objectives of the CEO.

Discover how great marketers think

Great marketers are not like other people. They think differently. They see possibilities in all sorts of things. In this new book, you'll see how you can deal with current market conditions and come out ahead of the pack. Dick Martin, former AT & T public relations and brand management executive understands the tough atmosphere of todays business environment. He gives the reader examples from the great marketing powerhouses such as P & G and Zappos. The book is actually directed at the corporate culture and not the individual entrepreneur. But anyone will find it helpful. Highly recommended. - Susanna K. Hutcheson

Great read!

The Secrets of the Marketing Masters is like attending that dream marketing conference (that most of us cannot afford) and then being handed a set of notes that synthesize all of the major themes. It's an easy and informative read and will provide inspiration to both experienced and novice marketers.