Includes index.

Personal Characteristics of Successful Marketers -- Leadership -- Innovation -- Passion -- Marketing Research -- Types of Marketing Research -- Matching Tools to Research Needs -- Syndicated Store and Panel Scanner Data -- CMO Checkpoints -- Advertising Creative -- You Need to Believe in the Power of Advertising -- Strong Advertising Starts with a Strong Brand Positioning -- Translate Your Positioning Statement into a Creative Brief -- Fully Leverage Your Advertising Agency -- Think of Your Agency Staff as Your Staff -- How to Manage the Creative Process -- Mastering the Art of Compelling Advertising -- Reducing Costs in Advertising Production -- Media -- ABCs of Advertising Media -- How to Set Your Media Budget -- Media Selection: Know Thy Target Audience -- Fix the Mix -- Reaching Consumers at the Right Time -- TV and Print Picks -- Making the Buys -- Product Publicity -- Media Mentions Matter -- Key Drivers of Publicity: Newsworthiness and Entertainment Value -- Setting the Stage for Great Publicity -- Types of Publicity Programs -- Retailers -- Changes in Retailing -- It's a Wal, Wal, Wal, Wal-Mart World -- Retail Objectives -- Optimizing Total Trade Spending -- Consumer Promotion -- New Products -- Types of New Products -- Creating Successful New Products -- The New-Product Launch -- CMO Checkpoints -- Financial Optimization -- Make the Numbers Your Friends -- Profit Margins -- Pricing Strategies -- Changing Prices -- Components of Pricing -- Price Increases -- Asset Management -- Global Marketing -- Strategic Consequences of Globalization -- Selecting Businesses to Expand Geographically -- Selecting Countries for Expansion -- Acquisitions -- Managing Global Brands -- The Future of Marketing -- Product Innovation -- Consumer Insights -- Retailer Micromarketing.

Today's best marketing minds are in the consumer packaged goods industry, working with budgets of 100 million or more to sell the (physically) low-differentiation products we use every day. In Lessons from a Chief Marketing Officer, top CMO Bradford C. Kirk takes an inside look at this high-pressure world and shows you how the best marketers grab market share by understanding and speaking smartly to their most profitable consumers. Includes the proven techniques that marketing leaders from Coca Cola to L'Oreal use to break into and dominate consumer markets.