Marketing Masters: Lessons in the Art of Marketing from Those Who Do It Best

Presenting six companies that truly are the best marketers in America, marketing expert Paul B. Brown tells the fascinating success stories behind the efforts that have radically changed the way companies sell products. His profiles include Merrill Lynch's $50+million ad campaign designed to bridge its past with its future; an in-depth look at how 'The Limited' has reshaped retail selling; the enormously successful selling of Pepsi's soft drink, Slice; and stories of lone wolf entrepreneurs who play the marketing game in bold new ways. For decades companies like Procter & Gamble, Philip Morris, and Kodak epitomized marketing excellence. Today these companies are struggling to cope with new rules in a new game. Marketing Masters tells why the rules have changed, who changed them, and how. Each of the six campaigns that Paul B. Brown focuses on in Marketing Masters dramatizes a key strategy for coping in today's markets. Brown goes behind the scenes and into the boardrooms to show the star marketers in action; tells of twenty-four-hour days that produce memorable advertising slogans and the one-hour meetings that accept or reject them; describes the good guys, the bad guys, and the conflicts; and analyzes the lessons learned--lessons not found in marketing texbooks or preached by consultants. Paul B. Brown, former editor of Business Week, is now narketing editor for Inc. magazine (at time of book publication) and is co-author of 'Sweat Equity'.