Marketing Management For Non-Marketing Managers

ACKNOWLEDGEMENTS

My mission, and that of my company, is to help organisations generate better returns on their marketing investments. It’s my passion, and I have been studying the subject for more than 20 years. One of the most important things I’ve learned is that, in most cases, marketing results are more heavily influenced by non-marketing managers than by marketing managers. In this book, I’ve highlighted what I’ve learned in my research and through my experience as a management consultant so that you, the reader, might benefit from the insight I have gained.

I owe many people thanks for that insight and for their help with this book.

First of all, I would like to thank my colleague Ann Janikowski for reading, editing and pushing back on every concept in this book. Ann, your editorial skills are exceptional, and your insight and thoughtful questions are even better.

I would also like to thank my husband and business partner Brad Sturgill for reading, commenting and playing the devil’s advocate. Brad, this book is much better for the scepticism you brought to the process. I appreciate your patience over the past year of writing, and your continued support with this obsession I have with improving returns on marketing investments. Your commitment and support have made possible everything I do professionally.

My third in-house editor, Olivia Doyle, PhD, reviewed many of the market research references in the book and provided some of the examples I used in the book. Olivia, thank ...