Secrets of the Marketing Masters: What the Best Marketers Do- and Why It Works

Martin, a former executive for AT&T and noted business writer, uses interviews with leading marketing innovators to reveal innovative strategies for dealing with fragmented, globalized and technology-savvy marketplaces. Written for fellow marketers and business leaders, this book uses case studies from companies such as P&G, GE and American Express to illustrate such marketing secrets as becoming the customer's voice, encouraging customer feedback in marketing strategies and cultivating word-of-mouth online. The author also discusses the "Obama Effect" and demonstrates how "giving up control online" can create an undeniable marketing power once unleashed. Annotation c2009 Book News, Inc., Portland, OR (booknews.com)

Dick Martin (Summit, NJ) was formerly executive vice president of public relations and brand management for AT&T. He has written for such publications as the Harvard Business Review, BusinessWeek Online, Chief Executive, and Leader to Leader.