영문목차
CONTENTS
Introduction: Secrets of the Marketing Masters xiii
Part One- Think Inside Out 1
1. Run Marketing Like a Professional Service 3
2. Build a Marketing Culture 14
3. Become Known as the Voice of the Customer 29
4. Share the Results That Matter-Good and Bad 42
Part Two- Think Outside In 57
5. Develop Insight into People's Needs 59
6. Develop Insight into Businesses' Needs 74
7. Turn Insight into Foresight 87
8. Build Customer Listening Posts 105
Part Three- Connect Emotionally 121
9. Find Your Brand's Higher Purpose 123
10. Be True to Your Brand's Meaning 141
11. Cultivate Positive "Word of Mouse" 158
12. Cultivate Positive Word of Mouth 173
13. Win People's Trust 189
14. Invest in Relationships 203
Afterword: The Obama Effect 217
The Secrets: A Crib Sheet 229
Acknowledgments 235
Notes 239
Index 257