The Marketing Mavens June 30, 2008 (Crown Business, $27.50)
Today's market suffers from under-demand. Addressing this hard-truth, The Marketing Mavens, by renowned professor Noel Capon, relates the practices of companies that have sustained top-notch marketing campaigns in this tough environment.
In examining what works, the author looks at diverse examples, ranging from ESPN to the Mayo Clino, but notes that they all have one thing in common - they all make marketing the job of the entire firm. Everyone from the CEO to entry-level workers must focus on the needs and desires of customers, which allows these companies to prosper in a global economy marked by increased leverage in the hands of consumers. Specifically, these winning businesses fulfill certain key tasks such as detecting valuable markets, selecting segments to dominate and securing differential advantage.
The Marketing Mavens draws on a wealth of research from an intensive four-year study centered on 25 industries. In looking at these industries, the author and his team zero in on the top 150 public companies, 100 brands, and 40 private companies. The final analysis will give any business vital insight into arguably the most important component of business: finding and retaining customers.
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