Lessons from a chief marketing officer : what it takes to win in consumer marketing / Bradford C. Kirk

Includes index

One of America's most successful marketing executives reveals tips and techniques of the mass marketing glants Today's best marketing minds are in the consumer packaged goods industry, working with budgets of USD 100 million or more to pitch everything from soft drinks to shaving cream. Lessons from a Chief Marketing Officer takes an inside look at this high pressure world and provides readers with the essential ingredients needed to become not just market leaders but leaders committed to great marketing. Dynamic and packed with hands-on techniques, Lessons from A Chief Marketing Officer reveals the strategies top marketers use to capture and dominate their markets