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Marketing Strategy from the Masters (Collection) by David J. Reibstein, Nancy Lee, Larry Light, Paul W. Farris, Joan Kiddon, Philip Kotler, Phillip E. Pfeifer, Neil T. Bendle

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13. Developing a Compelling Marketing Plan

“My name is Joseph Perello. You can call me Joe. Since my appointment last April by Mayor Bloomberg as New York City’s Chief Marketing Officer, I also tell people they can call me ‘the luckiest guy in the world.’ ... In 1949 E.B. White wrote in ‘Here is New York’ that there are actually three different New Yorks (Natives, Commuters and Settlers). I would like to propose there is a fourth New York—the idea of New York. This fourth New York is what the millions of people who don’t live here experience when they hear the words, ‘New York City.’ It is what makes people feel connected to the City, even if they have only visited for a few days or have never been here at all. The idea of New York is, in many ...

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