Leading Marketers: Industry Leaders Share Their Knowledge on the Future of Marketing, Advertising and Building Successful Brands

by Inside the Minds

• ISBN13: 9781587620539
• ISBN10: 1587620537
• Format: Paperback
• Copyright: 2001-12-01
• Publisher: West Group

Summary

This book features chief marketing officer level executives from The Coca-Cola Company, General Electric, FedEx, American Express, Yahoo!, Best Buy, Verizon, Unilever and Major League Baseball. These visionary marketers share their knowledge on the art of building and growing a brand, best marketing for your money, the golden rules of marketing, the everlasting effects of the Internet and technology, public relations, advertising, the future of marketing and other important topics. An unparalleled look inside the world of marketing makes for exciting and highly interesting reading for CEOs, executives, entrepreneurs, and every marketing, advertising and public relations professional at any level.

Table of Contents

Connecting with Consumer Needs	9	(24)
Stephen Jones
Staying Consumer Focused	33	(18)
T. Michael Glenn
Building an Internet Mega-Brand	51	(26)
Karen Edwards
Making Sure the Consumer has a Seat at the Table	77	(16)
Michael Linton
Building a Powerful Marketing Engine	93	(28)
Jody Bilney
How Brands and Marketing are Evolving Together	121	(26)
John Hayes
Marlboro Friday: Branding a Product	147	(26)
Richard Rivers
Providing Choice	173	(34)
Richard Costello
Turning a Brand into A National Pastime	207
Tim Brosnan