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Secrets of the Marketing Masters: What the Best Marketers Do--And Why It Works
by Dick Martin
All the old rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they use; and digital technologies have changed how people shop, work, and relax. But a small number of senior marketing leaders know how to engage consumers and keep them coming back. This book reveals the secrets to their ...more
Hardcover, 265 pages
Published May 1st 2009 by AMACOM/American Management Association
(first published 2009)
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This title is a bit misleading I think. It's not one book of case studies that breaks things down and tell you why things work. It's not that literal, but it is a good mix of stories about marketing and marketing professionals and how ideas came, or didn't, come to be. I enjoyed it for that reason but it was a bit of a dry read.