LESSONS FROM A CHIEF MARKETING OFFICER KIRK B Księgarnia

One of Americas most successful marketing executives reveals tips and techniques of the massmarketing giants

Todays 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.

Bradford C. Kirk is the chief marketing officer for The Andrew Jergens Company. His career as a CMO has included stops at Unilevers 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.

243 pages

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