| Prdface Acknowledgments Lesson 1 PERSONAL CHARACTERISTICS OF SUCCESSFUL MARKETERS Leadersip Innovation Passion CMO Checkpoints Lesson 2 MARKETING RESEARCH Types of Marketing Research Matching Tools to Research Needs Syndicated Store and Panel Scanner Data CMO Checkpoints Lesson 3 ADVERTISING CREATIVE You Need to Believe in the Power of Advertising Strong Advertising Starts with a Strong Brand Positioning Translate You 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 Rdducing Costs in Advertising Production CMO Checkpoints Lesson 4 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 CMO Checkpoints Lesson 5 PRODUCT PUBLICITY Lesson 6 RETAILERS Lesson 7 NEW PRODUCTS Lesson 8 FINANCIAI OPTIMIZATION Lesson 9 GIOBAL MARKETING Lesson 10 THE FUTURE OF MARKETING Index |
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