Chief Marketing Officer's Advice: How to Become a High-Value Marketer

Author: Bradford C. Kirke
Publisher:
Publish Date: 2005-01-01
Features: "For anyone who wants to win in the ruthless battlefield of consumer goods marketing, this book is a handy guide—showing what works and what is a waste of time and money." —Richard W. Frank, former Chairman and CEO of United Capital "This book is a must-read for anyone who views brand marketing as a career. It offers insights into the real world." —William J. Gittner, CEO and President of Andrew Jergens Company "For anyone involved in consumer goods marketing, this book is an excellent and practical reference!" —Tom Bernadin, CEO and President of Bozell Advertising "Bradford C. Kirke not only explains the relevant theories but also provides many highly practical suggestions as a manager who constantly transforms creativity into real results." —Taylor Jensen, Vice President of Dreyer's Ice Cream From this book, find your fulcrum and pry open the door to the market. There are no bad products, only bad marketing! Chief Marketing Officer Advice comes from a true Chief Marketing Officer. This book condenses the author's 20 years of marketing experience, 20 years of heart and wisdom, with all the experience and knowledge coming from the frontier of marketing. Most of the cases in this book are cited from the consumer goods industry, which is the most marketing-oriented in all industries. This industry gathers the best marketing ideas and creativity in the world today. It is a field where marketing giants such as Procter & Gamble (PG), Kraft, Unilever, Nestle, PepsiCo, and Coca-Cola compete. Their vision and rich experience will benefit you greatly! This book is not only suitable for ambitious consumer goods marketers today (including brand managers, marketing managers, and marketers); but also for those engaged in marketing-related fields—such as R&D, sales, packaging, finance, advertising, operations, marketing research, and senior managers—as it is also highly valuable for reading and reference. Know more than your competitors and achieve better results—this is not just the work of Bradford C. Kirke, but like all successful Chief Marketing Officers, it stems from his passion. In this book, the author not only studies the rules of consumer goods marketing but also records them. The advice and techniques in Chief Marketing Officer Advice on how to help consumers find and purchase products will effectively shorten the learning curve for marketers. This book embodies all the heart and wisdom the author has invested in his marketing career. Real-life case studies of famous brands, concise summaries at the end of each chapter, personal experiences from years of fighting at the forefront of marketing, insights from competing with rivals, and countless other rich contents make Chief Marketing Officer Advice one of the most complete marketing guides today. The author, Bradford C. Kirke, as a Chief Marketing Officer, with over 20 years of practical experience, has continuously succeeded in the fierce and chaotic consumer goods market, tailoring marketing strategies for many now highly recognized brands. During this time, he carefully studied consumer psychology and mastered the essence of how to make retailers and consumers focus on and buy a product in time. Chief Marketing Officer Advice organizes Bradford C. Kirke's years of winning experience and explores the secrets that a Chief Marketing Officer must understand to keep marketers and related brands at their peak, including: · Techniques for leading and creating advertising aimed at increasing market share; · Using data from strong retailers to find ways for new products to appeal to consumers; · Selecting media combinations to maximize product advantages, creative advantages, and marketing budget efficiency; · Types of consumer goods testing—what to use, what to avoid, and why; · Strategies for winning in brand competition, such as using trademarks and integrated marketing communications. This book is not only theoretical but also a practical roadmap guiding marketers on how to keep their brands favored—whether on a cluttered shelf or in the purchasing habits and minds of consumers.