000			03965cam a22004694a 4500
001			2002035359
003			AE-DuAU
005			20241127164610.0
008			050915s2003 nyu 001 0 eng
010			_a 2002035359
020			_a0071403175 : _c29.95
040			_aDLC _cDLC _dDLC
042			_apcc
050	0	0	_aHF5415 _b.K5243 2003
069			_a03545735
090			_aHF 5415 .K5243 2003
090			_aHF 5415 .K5243 2003
100	1		_aKirk, Bradford C. _976990
245	1	0	_aLessons from a chief marketing officer : _bwhat it takes to win in consumer marketing / _cBradford C. Kirk.
246	3	0	_aChief marketing officer
260			_aNew York : _bMcGraw-Hill, _cc2003.
300			_axii, 243 p. ; _c22 cm.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
500			_aIncludes index.
505	0		_aPersonal 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.
520			_aToday'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.
650		0	_aMarketing. _976991
650		0	_aAdvertising. _976992
650		0	_aMarketing _xManagement. _976993
650		0	_aAdvertising _xManagement. _976994
650		0	_aMarketing research. _976995
852			_9p29.95 _y02-28-2004
907			_a14342 _b08-12-10 _c08-06-10
942			_cBOOK _00
998			_aaudmc _b02-28-04 _cm _da _e- _feng _gnyu _h0
905			_aBradford C. Kirk is the chief marketing officer for the Andrew Jergens Company
935			_aQ/R12772 OCT 1
945			_g0 _i644294 _j0 _laudmc _nCopy Type:01 - Books _o- _p110.07 _q- _r- _s- _t1 _u0 _v0 _w0 _x0 _yi10200526 _z08-06-10
999			_c14342 _d14342