Praise for
THE NEW MARKETING MISSION
“This book is a roadmap to the future of marketing. Ignore it at yourperil, because your competition will surely jump on it.”—
Bob Wehling, Former Global Marketing Officer,Procter & Gamble
“
The New Marketing Mission
will do for marketing what
The Wealth of Nations
did for economics or
Origin of the Species
did for our view of evolution. It is a groundbreaking work that shatters our preconceivednotions about marketing and a work that will frame our dialogs anddebates about marketing for the next decade.”—
Peter Sealey, Former Global Marketing Manager,The Coca-Cola Company
“Pascal asked, ‘Heart or Reason, which one to follow?’ Is great market-ing only inspiration and gut feeling? No—good measures, good toolsand process can support inspired marketing, and build strong companiesthat win in the marketplace.
The New Marketing Mission
gives bothPascal and the CMO new food for thought.”—
Elio Leoni-Sceti, Executive VP Category Development,Reckitt Benckiser
“Through our involvement with the ANA, P&G has begun workingwith other thought leaders to help create a new marketing approach inthese rapidly changing times. This provocative book captures many of the concepts in which we believe: (1) the mindset that “the Consumer isBoss”; (2) the focus on the marketing process for ensuring plans reflectvital consumer insights; (3) the use of technology to unleash creativity,innovation, and growth in marketing; and (4) the absolute necessity of measuring each component of the marketing demand creation mix.”—
From the Foreword by Jim Stengel,Global Marketing Officer, Procter & Gamble,and Chairman, Association of National Advertisers
The New Marketing Mission
How Process, Metrics, and TechnologyCan Unleash Growth
Hunter HastingsGordon WadeSat Duggalwith Jeff Saperstein
Association of National Advertisers708 Third Avenue•New York, NY 10017-4270www.ana.net
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