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