This book reveals secrets that must be known to those who manage the “marketing machine” - the marketing department - this subtle mechanism, on the accuracy of the “tuning” and coordinated work of which the success of the entire company largely depends. Practicing authors openly share their experience in this position and their professional secrets. But the book gives not only their point of view: the authors’ words are commented on by marketing directors of other companies, and one section contains in-depth interviews with 20 of them. You will get the maximum benefit from this book, if you are a marketing manager, marketing director or company executive.

3rd edition.