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| 作者简介： Arun Sinha is the Chief Marketing Officer at Pitney Bowes, where he is respons-ible for marketing, brand management, public and media relations, Web strategy, and marketing research worldwide. Throughout his career in senior marketing positions, he has successfully launched twenty new brands and grown the brand equity of many world-renowned brands at Colgate-Palmolive, the Ford Motor Company, Philip Morris, and Pitney Bowes. |
| Introduction PART ONE: Marketing needs to changeTo get a sense of marketing the way it should be, you need to understand how companies get into the sweet spots of the business world Chapter 1.Marketing, Sweet Marketing Chapter 2.Sweet Spotting Chapter 3.The Qualifying Rounds Chapter 4.Growing around in Circles PART TWO: How do you get into a sweet spot? You develop the right skills, marketing skillsYou have to mine minds, demarcate demand, turn you logo into an icon, mobilize champions-in-chief, and employ advocates-not workers Chapter 5.Mining Minds Chapter 6.Demarcating Demand Chapter 7.From Logo to Icon Chapter 8.Champions-in-Chief Chapter 9.Employ Advocates, Not Workers Chapter 10.The Stuff That Marketing Is Made of Notes Bibliography Index |
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