Marketing For Dummies, 6th Edition

About the Author

Jeanette Maw McMurtry, MBA, first became obsessed with marketing when she stumbled upon a marketing textbook just before graduating college with a degree in journalism. Having realized her passion lay in creativity and analytics, she pursued jobs in marketing upon graduation and eventually landed at DDB Worldwide, Ketchum, and American Express, where she learned the science and art of advertising and public relations. Jeanette spent years consulting and executing marketing, customer experience, sales, and training programs for small and large companies, serving as chief marketing officer for various brands across industries. What helped her emerge as an authority on marketing is her in-depth knowledge of consumer behavior and human psychology and her unique approach to triggering the unconscious mind for unthinkable ROI through psychology-based marketing.

Jeanette has been a keynote speaker at global marketing events throughout Europe, South America, the U.S., and the Asian Pacific, and written columns for global marketing magazines. She is the author of Marketing for Dummies, 5th Edition (Wiley), and Big Business Marketing for Small Business Budgets (McGraw-Hill). When not focusing on the next big marketing idea, Jeanette enjoys spending time with her husband, three daughters, and two cats, who have decided to let her live with them in the Colorado mountains she’s called home for years.

Author’s Acknowledgments

I am forever grateful to the most supportive, ...