Marketing machine. Igor Mann: Marketing Machine. The manager becomes director

In this book, the secrets are revealed, which is obliged to know the one who manages the "marketing machine" - the marketing department, - by this thinner mechanism, from the accuracy of the "settings" and the coordinated work of which the success of the entire company largely depends. The authors of practice frankly share their experience in this position and their professional secrets. But the book gives not only their point of view: the words of the authors comment on marketing director of other companies, and in one of the sections there are detailed interviews with 20 of them. You extract from this book maximum benefitIf you are a marketing manager, director of marketing or company manager. 3rd edition.

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Led Book Foreign Fragment Marketing machine. The manager becomes director (I. B. Mann, 2010) Granted by our book partner - LITRES.

Features of the way

Big difference (or how much is you marketing director?)

As we know, there are several elements in the marketing complex.

And you can determine how much you are a marketing director, by the number of items that you control.

On a quarter, half, two thirds - or completely.

Let's look at my experience.

When I worked in Vendorakh companies (telecommunications equipment suppliers, such as Lucent, Avaya, Alcatel), as far as active and initiative I would be, I was responsible for one P - Promotion. So accepted in large companies.

I was a marketing director for ¼.

Products in these companies are developed abroad (in grocery "houses").

Pricing is the process to which you do not have anyone at all.

Distribution is engaged in special divisions.

And to be frank to the end, the majority of creative materials and concepts were made at headquarters using agencies with world-famous names. And even if you didn't like them very much or did not fit for any circumstances, you could practically do nothing.

Hero in large international companies Often the marqueeter becomes often, which can defeat the system. Something to localize, somewhere to circumvent the rules, somewhere to break them.

And sometimes even just one who manifests the initiative.

But when in 2005 I, Mikhail Ivanov and Mikhail Ferber launched a publishing project, then I, as they say in Odessa, saw a big marketing difference.

Threesome were engaged in everything. And everyone has the opportunity to engage in all elements of the marketing complex.

We were engaged in the positioning of the publisher (Positi-Oning).

We were engaged in the selection of foreign business books, communicated with Russian authors, literary agencies, they themselves were engaged in translation, editorial editing, design (Product) ...

We defined the prices of books, agreed on conditions with wholesalers and shops in Moscow (Price).

We were engaged in the development of sales channels (Place of Sale), negotiating online shopping, bookstores, conference organizers (I personally delivered our first shopping books in Moscow - an interesting experience).

And most importantly - no one standing over the soul and did not tell you: "It's not accepted", "so not corporately" ...

We worked at full - "Ignor" for each element.

Here are just some examples.

Price. We played - freely with discounts: and in percent, and in absolute values. We installed premium prices - and kept them (and keep).

Place of Sale. We created one of the best in Moscow courier Services Delivery of books (check!), The first in the country began selling business books through vending machines, first introduced a subscription to business books. And there will also make a lot of things, but talk now about our projects early (sorry, competitors also read our books).

Personnel. We have a virtual office (but 1200 square meters. Km!). We have no bureaucracy, our executive Director - Yesterday's student who wrote a diploma for some three years ago, and our marketing manager is a 4th year student ... and at the same time we have the best marketing among all the publishing houses of business literature!

Product. Bookmark. Wide fields and special pages for writing ideas. Good paper. Printing in one of the best Moscow printing houses. Design Cover and Design Books in Artemia Lebedev's studio ...

Careful selection of books. Careful translation and editing.

Promotion. What we just didn't do here! (And what we will do here!)

In general, a lot and alive. And if you are interested in details, then you can find them on our website.

In general, marketing for the full program (including sales)!

And you know what I will tell you, having worked for two years by the director of sales and marketing ("Favor"), eight years of marketing director in Vendorakh companies and three years in publishing business?

First, I will now always appreciate people who have or have their own business. Entrepreneurial experience is something completely special!

It is said that the best captains are obtained from colonels. So in the hired business: the best marquer will turn out of a person with his own experience.

There are different reasons why the entrepreneur leaves his case: fatigue, the impossibility of competing with the "giants" (so that there is a science of marketing, but sometimes there are large companies in market niches so that nothing remains from Niche), or simply did not go business…

Says Anna Tourusin: "Having hired a person who had enough long-term experience in conducting own businessIt should be borne in mind that such a specialist requires several other management style. There are no universal recipes, but in general, such people require greater responsibility, greater freedom. Often they are ready to make independent decisions on the basis of our own vision of the situation, and this vision does not always coincide with the vision of the Marketing Director and (or) general Director, owner of the company. And if the former entrepreneur works as a functioner, the tasks and regulations of the behavior of which are painted from "A" to "I", then he quickly loses interest. And such behavior can be a source of misunderstanding and conflicts. That is why former entrepreneurs are reluctant to work large (especially Western) companies. But with competent use, all these qualities of a former entrepreneur can become a source of additional advantages for the company. "

Secondly, I am sure that the best marquer is a marquer with sales experience. If you have no such experience, you will definitely get it (it's not too late to do, even when you started working as director of marketing)!

One of my friend who came out to work as director of marketing in a large-scale reseller, came very unexpected.

Two weeks before his official employment in this position, she settled to work into one of the company stores by an ordinary sales manager.

She passed short-term training courses, he worked "in the field" from the week, received a huge amount of information that could not get anyway, he heard a lot, saw a lot.

And when she began working as director of marketing, then her first steps, ideas, initiatives were incredibly practical.

Wisely. Very wise.

Thirdly, although this is really a buzz - to engage in the whole complex of marketing and be responsible for its results in business, but you can be good director By marketing, responsible for individual items.

It does not matter how many elements of the marketing complex you control, it is important how you do it.

Therefore, do not envy someone who controls more elements of a marketing complex than you.

Just work - cool, with drive - with what you were instructed. And the big marketing responsibility will find you.

I'm sure you like it.

Outstanding political actor

It is remembered during the years of developed socialism there was such a term "outstanding political figure." Such a title was honored by those who in a tough friendly struggle reached the most vertices.

Bad News: Now such title will get you automatically as an application to position.

You want or not, but you are a marketing director, acknowledged, an outstanding political figure of your company. And if you don't think so?), Then you think your subordinates, colleagues and your leader.

And as previously many party figures, now you need to support high rating Among your "voters".

Who are they? Management of the company, customers, business partners, competitors, press, employees, colleagues ...

You must take into account their opinions and interests (visible and invisible, public and implicit), the relationship between them (alliances, friction, conflicts ...).

I could write a lot on this topic, but here I will note the most important thing.

If in the book "Marketing by 100%: Remix" I wrote that the marketing manager can make a career, not engaged in "politics", now I want to warn you about making a career director of marketing (i.e. It is almost impossible to grow in office and even stay in it), not engaged in "politics".

If you know well what a "business policy" is, then I congratulate you - all of the above (named and unnamed) will not make you a lot of work.

If you are weakly understand "politics", then you better master it as soon as possible.

Unfortunately, you will not learn from the books of this art.

Common sense. Practice, practice and once again practice. And perhaps the tips of the mentor, and even better - a more experienced and sophisticated colleague of one with you level, and ideally your leader.

Being a marketing director and be free from "politics" - it is impossible. But do not forget that you are director of marketing, and not director of "politics". Do not get drunk.

More marketing contacts

IN modern theory Sales It is believed that the more horizontal contacts the company-seller will have with the buyer's company, the higher the probability of shopping, loyalty, etc.

Horizontal contacts mean that the Seller's top manager must support relations with the top manager of the buyer's company. Sales managers - with procurement managers. Logists - with logists. Financial Director - with the financial director. Chief Accountant - with the chief accountant ...

Natural conclusion suggests itself: Marketing Director must establish and maintain contacts with a colleague from the buyer's company.

Yes, it is not as logical as in the cases mentioned above. Other employees have to communicate due to the fact that so naturally, so accepted. But the communication of marketers among themselves is not yet familiar, rarely.

But this does not mean that it should not be.

Once again: the more horizontal contacts the Seller will have with the buyer's company, the higher the probability of shopping, loyalty, etc.

Why not install another contact in this case?

By the way, to begin with, it is possible to make an initiative to audit the relationship between your company (seller) and other companies (business partners).

What connections do not? What can be done to install them? (Take into account such tools such as seminars, training, gifts, joint departures on a picnic.)

And, of course, take care to establish the "Marketing - Marketing" link.

Invite your colleague on Lunch.

Talk about who and how to get into marketing, who he studied, who reads what ...

Remember (write) what seems useful to you, interesting (part of the information you can then pass on to colleagues from the sales department).

Advise your colleague some fresh booking book (see chapter "Read!"), Later, give this book.

Advise a good training or seminar.

There is another reason to communicate with a colleague from the partner company or the buyer company. You just get an additional experience. And share your.

Second front

Someone from wise (whether the military, or politicians) once noticed that it was impossible to win the war, fighting on two fronts.

Fair and reverse. The more allies you have, the higher your chances of winning.

In business, it is necessary to understand this: the more allies you have from other departments, the better for marketing (and for business as a whole). Together with HR - and it will be easier for you to make internal marketing. Together with IT - if you have a CRM project, good connections with them will help you greatly.

Friendship is more than pupil and good manners.

Latest - Must Have. Have it, take, improve.

Believe to all - from secretaries to the reception, guards, drivers to top management of the company - with the same respect. Good manners then good when they are the same for everyone.

Domestly with sales department (no comment!), Logistics (who will help you can customize and deliver equipment to the exhibition), lawyers (and your contracts will quickly undergo legal expertise), secretaries (much depends on them, and they can do a lot for you Above his duties - besides, you can learn a lot of interesting things from them), etc., etc.

Says Elina Goldov: "And with accounting!

It seems to me that the most conflicts arise from marketers with sales and financiers.

Example with the latest. New financial director I somehow declares me: "The marketing fund program exists in order for its rules to be respected. Is not it so?" I answer: "No, not for this. Marketing funds are needed to maintain a partner loyalty, to increase his interest in promoting our brand and in sales of our products. " (The dialogue happened after I sent the application for compensation from the marketing fund of the dealer's marketing fund for the non-standard share). After that, we agreed where my territory, where is it. There were no more conflicts. "

The better you have a relationship with colleagues, the better the attitude towards you personally, to employees of the marketing department and to marketing as a whole.

Feeling number 6.

In marketing, we must influence all the senses of our customers. Rumor, smell, touch, vision, tasteless everything should be used to impress.

But there is a feeling number six - some believe that this is intuition, and some are that this is a sense of humor. I agree more with the latter.

"When customers laugh, they are easier to break up with money." And I am convinced that a good marketing director is a person with a good sense of humor.

First, it will definitely be able to include all six senses on the client. Secondly, he is above the stock of optimism (the quality required for the head, the head, leader). Thirdly, it will be a more pleasant companion and a more efficient speaker.

Of course, in everything you need a measure. There is a well-known phrase: "People do not buy from clowns" (with absolute clowns, I would say).

Probably, it will be faithful to the assumption that people will not want to work under the leadership of the clown (one HR-Director told me that they were fired to marketing director with the uncomfortable formulation "Unrestrained optimism" - an instructive example).

Know the measure - where to joke with whom and how.

And last. With a sense of humor you can be born. But if you are not lucky, do not be discouraged - it is possible to raise it.

Read and remember the jokes, learn how to smile and laugh (they say, in Hollywood there are special courses on which they teach it, look at the actors' fees, if you think it is not serious!).

I am convinced that the marketing director should not be too serious man. It is said that mankind laughing breaks up with the past. I think that laughing it even better sees his future.

And if so, then the director of marketing with a good sense of humor, besides, also a far-sighted person.

Smile.

And let's smile to smile. We know with you, it is marketing.

"Show me the biggest problem"

Leave the "teaching" and prompt work by your subordinate. Also concentrate on the biggest problem. Calculate it. Decide. Find a new one.

Big problem is not visible?

Take it off by searching. Talk to colleagues from the sales department, business development, top managers.

Talk to marketing directors from other companies, ask what big problems they are concentrated.

Arriving on new job, Be sure to achieve those who hire you, the list of these big problems or tasks (you can ask for all the main tasks in the contract with the employer - at the same time, check whether it is ready to bear real responsibility to you). Decide the tasks and specify new ones.

In marketing, especially in large companies, you will be remembered for great affairs.

And this most often is the solution of big problems.

Says Natalia Gotselyuk: "When I" Dorosla "from Marketing managers to the head of the department, then my director described my upcoming work:" Imagine, you sailed on the ship, he drowned, but some number of people were saved and turned out to be on the island. Around one jungle, and it is not clear where to go. But you know what you need on the other side of the island, there is your salvation. You have to climb on the palm tree and say the rest, in which direction you need to move and cut your way.

If you hold analogies, the direction of movement (on the other side of the island) is set by the management or director of marketing (more often together), but how to get there (where exactly cut the road) is the prerogative of the Marketing Director.

And when I sometimes began to engage in teaching, I heard: "You must sit on the palm".

By the way, when you raise "on the palm", you can see other the same sitting on the palm trees, and exchange experience and knowledge about the dangers of the jungle. "

Main problems. Here is your basic work.

Often, the marketing director has the need to see the whole picture, all the actions of the team, the main tasks and status of their implementation. If your team is big, scattered in different offices, then such a need is even sharper.

Solving the problem - in creating a way to see everything on one sheet.

Says Igor Mann: "Several years ago I worked as a regional marketing director. My team consisted of 8 employees who churring 12 key countries. The tasks that they had to decide were the same, but the speed of their implementation was different. Someone managed to cope with the task quickly, someone did not immediately succeed (for a variety of reasons).

In order to control the state of affairs in general, I created a special document in Excel, which allowed me to estimate the status and dynamics of work literally from one glance. I called Bird's View (from a bird's eye view).

It was an unusually useful tool.

First, all the tasks and status of their execution were in front of me as on the palm of the palm (the table size never exceeded the A4 format full page).

Secondly, each member of my team had the opportunity to see how well (or bad), he worked on his colleagues. This gave them a strong stimulating push. "

Says Anna Tourusin: "And I use a large tableboard for such purposes. All tasks are recorded on it (or leaflets with recordings are attached with magnets). Very comfortably. The advantage is that visuality is much higher. Everyone can see priorities and task status. "

Create such a document for yourself, and you will see how efficient your work - and the work of your colleagues.

End of a familiarization fragment.

Anna Yuryevna Tourusin, Igor Borisovich Mann

Marketing machine. The manager becomes director

From the partner of the publication

The modern world is changing every second. Marketing in it plays an increasing role. Consumers have become picky and demand a special relationship. To conquer their trust and love, you need to come up every day something new. The introduction of innovation in the consumer dialogue and customer care becomes the most important trends needed for business development.

For purposeful bright marketers, it is time of interesting opportunities. But to use them, talent and ambitions are not enough. You need to be a leader, ready to lead the team and organize business processes and the work of people in the right way. How to become such a leader? About this and tells the book of Igor Manna "Marketing machine. The manager becomes director. "

This is a "textbook" of the most practical orientation, which tells in detail about everything you need to know the head of the marketing service of the new formation. I am sure this book will help marketers learn how to properly arrange priorities in work, skillfully manage your team, find a common language with management, colleagues, customers and partners. And make the right marketing.

I have no doubt that the "marketing machine", like other books of Igor Mann, will become a beneficial investment and point of reference for the Russian marketers for further career growth.

Mikhail Herchuk, Vice President of Commerce MTS

What happened to us for three years, which have passed since the release of the previous publication of this book, and what have we added to the new edition?

If we answer these two questions - we will answer ninety percent of the issues that are interested in the potential reader of the new edition.

Anna did not happen practically nothing new: Business As Usual. Stability - a sign of skill. Only the circle of customers expanded, and her company began to engage new topic - assessment and formulation of customer focus in commercial companies.

I have more news: I left the company "Arktel" after two years of work (and ten years of work in the telecommunications industry in general), managed to work in a new sphere for yourself - in real estate (in MIAN), and then went to free swimming, doing Publishing business.

But the soul, I am still a marketing director. This is probably forever ...

In the "Tools" section, three new chapters appeared: "Test Drive - for Sales Drive", "FAQ rules" (written in collaboration with Ilya Andrianov), "stuck like a price list."

In the section "Nellotch" - six replenishments: " Official duties. Right "," Rules of Speech "," Stages of the Big Road "," Marketing 2.0 "," cheap and useful "," How to quickly increase sales: Personal responsibility. "

In "applications with comments" - two: "Letter to the Motherland", "a lot of nothing" (co-authors of this material - Ilya Andrianov and Yana Kharitonova).

In the section "What will say colleagues?" There are five new interviews with interesting marketers. Additionally, we once again carefully reread text, in some places Richtua and upgrading the "car".

In general, the work was done sufficient to name the third publication supplemented and improved.

Fasten seat belts.

Igor Mann, Anna Tourusin

Dedicated to our parents

Introduction

Preface is the most important part of the book.

Even the reviewers read the preface.

Philip Gedalla

It is believed that potential readers first pay attention to the cover, then scroll through the book and read entry.

And in this entry, we would immediately want to answer their questions.

Who is this book for? Who is the perfect reader? What, speaking by a professional language the target audience?

First, this book is for the one who wants to become a marketing director or is preparing to become very soon (this is our main reader audience).

Secondly, this book is for the marketing manager who dreams of becoming director ("the bad soldier who does not dream of becoming a general").

Thirdly, this book is intended for marketing directors. We are waiting for you approval, comments, critics, but most importantly - such books. We must share our experience not only with those who work with.

And finally, this book for all those who liked the book "Marketing by 100%". We managed to write a book in the same vein - fun, specifically and useful.

Who is "good director"?

Good director is:

▪ leader and good boss (for their subordinates);

▪ Good professional (for colleagues, business partners, customers, suppliers, journalists, etc.);

▪ good colleague;

▪ Good subordinate and ally (for the director of the company and founders).

This book is just about how to be a good colleague, boss and professional. We are confident that you will find here many ideas and thoughts - for yourself, for your team, for your marketing.

So take a pencil, open a book ... nice and useful reading, colleague!

Igor Mann, Anna Tourusin

P.S. The book is written by us together, but for greater dynamism and creation of empathy (these words we know! But do not be afraid, there will be no more in the text!) We decided that the book should be written on the first person - and this "face" will be Igor .

Warning reader

Our book is not very large in volume. There are three reasons.

Firstly, I told a lot in the books "Marketing by 100%: Remix" and "Marketing. And now questions! ". Those techniques, approaches that work for the manager will work for the director. I would not want to repeat.

Secondly, director (or those who seek this position) are quite busy people, they have no time to read fat books. Therefore, as last time, the minimum of water, the maximum of recommendations.

As well as in the case of a "marketing per 100%: remix", I apologize to apologize, if somewhere somehow used other people's thoughts. I read too much, I communicate, not to get under the influence of others.

Thirdly, as in the case of the book "Marketing by 100%: remix", this is just the beginning. I am waiting for your feedback, reader (and thanks in advance!).

therefore good reading, Reader! And before meeting on the Internet, in life and on the pages of the next edition!

Igor Mann.

The beginning of the way

Work - Happiness

Often they ask me: what is work-happiness? It seems to me that we can talk about full and partial cases. Partial - when work gives you either moral, or material satisfaction.

Full happiness - when you get from your work and moral (interesting work, namely, the scale of the tasks used by the toolkit, the number of subordinates, the level of submission, the circle of communication, the magnitude of the marketing budget), and material satisfaction ( wage And other material benefits).

So, my advice: If you are looking for a new job (or she suddenly finds you), then you should look for complete happiness.

Discrepiate the offer when it is not interested (for money or professionally), dangerous (physically or for reputation) or shame (contradicts your principles or just your upbringing).

Do it tactfully ("Thank you very much for the offer, but ..."). Who knows? The situation in this company will change (for example, the manager who did not like, or the founders, will change, and as a result of this - attitude to marketing) or in your current work, and the proposal will already seem interesting to you.

Do not burn bridges and offer about work.

Look for complete happiness - moral and material satisfaction from work. Who seeks will always find.

They say that well where we are not. But there are companies about which you probably can say: "Well, that there is no me."

And if you specify a simple question-test "Will this work be my complete happiness?", Then you will relieve yourself from many further doubts, disappointments and experiences.

In total, it always happens to continue.

There was a continuation of one of our first books - "".

In the book "Marketing machine. The manager becomes director "the secrets are revealed, which is obliged to know the one who manages the marketing team - or is preparing to take office management.

Why buy this book?

The authors of practice frankly share their experience in this position and their professional secrets. But the book gives not only their point of view: the words of the authors comment on marketing services managers and marketing director of other companies.

The book contains interviews with marketing directors of various companies. How to become a good marketing director, you will learn not only from the authors of the book, but also from them.

Readers reviews

The first rule of "off-road movement: this book needs to be read with a smile. Because this leader is obliged to have a sense of humor, a sea of \u200b\u200benthusiasm, global optimism, a positive attitude towards everything, the ability to infect this attitude of all - subordinates, colleagues, customers, competitors, investors, wives, children and pets. A positively charged "Ruzhier" will certainly shoot a successful result. Because marketing is not only technology and politics, but necessarily Fun.

Rule Second: Marketing is, of course, Fun, but a successful marketer must own technology, and the successful director of marketing must be a skillful politician. The solution of the major problems of the head of the marketing unit requires a large spoke of wings: study of schemes, rules and formulas - it is necessary to obtain a "driver's license of the marketer", but, moving only along a kea, Marketing director will not leave. The pledge of direct speech is professional and more importantly - human. It is necessary to learn to apply knowledge luggage in practice and develop a professional flair. Everyone has it successful director Your route in Marketing Trophy.

Evgeny Ivanov

Here are the same books that fly straight on the go. Igor Manna Marketing Machine I read literally for 3 hours.

Its advantages - easy style Igor + weight of examples.

For whom this book: First of all, for those who want to become a marketing director and for those who are already occupied by this position.

What can I get reading the book?

The answer is simple - a detailed model, what to make a marketing director so that marketing in the company is not just effective, but was 100%.

The book has advice, how to enter the position how to create a team, what tools to use how to effectively use analytics, how to work with partners and suppliers. The book complements and expands those knowledge that Igor Mann shared in "Marketing by 100%". Money and time spent on this book pay off with more than. Here you can read my more detailed review of the book.

And you have a good marketing!
Andrei Zinkevich, business coach

Anna Yuryevna Tourusin, Igor Borisovich Mann

Marketing machine. The manager becomes director

From the partner of the publication

I have no doubt that the "marketing machine", like other books of Igor Mann, will become a beneficial investment and point of reference for the Russian marketers for further career growth.

Mikhail Herchuk, Vice President of Commerce MTS

What happened to us for three years, which have passed since the release of the previous publication of this book, and what have we added to the new edition?

If we answer these two questions - we will answer ninety percent of the issues that are interested in the potential reader of the new edition.

Anna did not happen practically nothing new: Business As Usual. Stability - a sign of skill. Only the client's circle expanded, and its company began to engage in a new topic - an assessment and formulation of customer focus in commercial companies.

But the soul, I am still a marketing director. This is probably forever ...

In the "Tools" section, three new chapters appeared: "Test Drive - for Sales Drive", "FAQ rules" (written in collaboration with Ilya Andrianov), "stuck like a price list."

In the section "Nellotch" - six replenishments: "Official duties. Right "," Rules of Speech "," Stages of the Big Road "," Marketing 2.0 "," cheap and useful "," How to quickly increase sales: Personal responsibility. "

In "applications with comments" - two: "Letter to the Motherland", "a lot of nothing" (co-authors of this material - Ilya Andrianov and Yana Kharitonova).

In the section "What will say colleagues?" There are five new interviews with interesting marketers. Additionally, we once again carefully reread text, in some places Richtua and upgrading the "car".

In general, the work was done sufficient to name the third publication supplemented and improved.

Fasten seat belts.

Igor Mann, Anna Tourusin

Dedicated to our parents

Introduction

Preface is the most important part of the book.

Even the reviewers read the preface.

Philip Gedalla

It is believed that potential readers first pay attention to the cover, then scroll through the book and read entry.

And in this entry, we would immediately want to answer their questions.

Who is this book for? Who is the perfect reader? What, speaking by a professional language, target audience?

First, this book is for the one who wants to become a marketing director or is preparing to become very soon (this is our main reader audience).

Secondly, this book is for the marketing manager who dreams of becoming director ("the bad soldier who does not dream of becoming a general").

And finally, this book for all those who liked the book "Marketing by 100%". We managed to write a book in the same vein - fun, specifically and useful.

Who is "good director"?

Good director is:

▪ leader and good boss (for their subordinates);

▪ Good professional (for colleagues, business partners, customers, suppliers, journalists, etc.);

▪ good colleague;

▪ Good subordinate and ally (for the director of the company and founders).

This book is just about how to be a good colleague, boss and professional. We are confident that you will find here many ideas and thoughts - for yourself, for your team, for your marketing.

So take a pencil, open a book ... nice and useful reading, colleague!

Igor Mann, Anna Tourusin

Warning reader

Our book is not very large in volume. There are three reasons.

Secondly, director (or those who seek this position) are quite busy people, they have no time to read fat books. Therefore, as last time, the minimum of water, the maximum of recommendations.

From the partner of the publication

I have no doubt that the "marketing machine", like other books of Igor Mann, will become a beneficial investment and point of reference for the Russian marketers for further career growth.

Mikhail Herchuk,
vice President for Commerce MTS

From authors