Our biggest thanks go to Thomas, Catherine, and the rest of our families, who have endured our frequent physical and mental absences as we were concentrating on the book. Many thanks also to Donya Dickerson, our inspiring editor, and her McGraw-Hill colleagues Courtney Fischer, Elena Christie, and Daina Penikas, for their help in making this book happen, and to Tom Miller, our agent who always believed in our project.

The insights and recommendations in this book are based on the Marketer’s DNA research program described in the Appendix. We have many people to thank for enabling us to give this book a solid research foundation.

First and foremost, thank you to the 1,232 CMOs and other senior marketers from around the globe who ...

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