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The Marketing Mavens
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"Mr. Capon ultimately aims to write a guide to help any company become a top marketer. He sticks to the five imperatives like commandments, making "The Marketing Mavens" a straightforward read. "While Mr. Capon painstakingly supports each of his imperatives with company examples, he smartly acknowledges that even long-term winners aren't perfect. Describing personal-computer giant Dell's rise to the top in the 1980s and 1990s and its decline in recent years, he says that he panicked, late in his book-writing effort, wondering whether he should include Dell, as he had first planned. 'But then, as I looked across the business landscape, I saw that all companies, good and bad, have their stumbles and missteps. What distinguishes the good companies from the bad is their ability to limit mistakes and minimize recovery time.'Let's call that the sixth imperative."--"The Wall Street Journal," August 1, 2007 "A fascinating book with a much-needed, different point of view: One I have personally held for a very long time. This is big picture marketing about companies whose entire orientation is 'to the market'. It's about people at vibrant and successful companies who orient themselves to the outside world of consumers, customers and users. Everything marketing mavens think of and everything they do is in the context of the people who are actually buying the product and experiencing the brand. "The Marketing Mavens" is excellent. It's the right book at the right time." --Shelly Lazarus, chairman & CEO, Ogilvy & Mather

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