Heather Fitzpatrick [Heather Fitzpatrick] - Marketing Management For Non-Marketing Managers

My mission, and that of my company, is to help organisations generate better returns on their marketing investments. Its my passion, and I have been studying the subject for more than 20 years. One of the most important things Ive learned is that, in most cases, marketing results are more heavily influenced by non-marketing managers than by marketing managers. In this book, Ive highlighted what Ive learned in my research and through my experience as a management consultant so that you, the reader, might benefit from the insight I have gained.

I owe many people thanks for that insight and for their help with this book.

First of all, I would like to thank my colleague Ann Janikowski for reading, editing and pushing back on every concept in this book. Ann, your editorial skills are exceptional, and your insight and thoughtful questions are even better.

I would also like to thank my husband and business partner Brad Sturgill for reading, commenting and playing the devils advocate. Brad, this book is much better for the scepticism you brought to the process. I appreciate your patience over the past year of writing, and your continued support with this obsession I have with improving returns on marketing investments. Your commitment and support have made possible everything I do professionally.

My third in-house editor, Olivia Doyle, PhD, reviewed many of the market research references in the book and provided some of the examples I used in the book. Olivia, thank you for lending your experience and insights to this book.

I could not have produced this work without the insight, support and willing participation of my clients. Thank you for both your business and for your support.

Mike Flynn, the retired publisher of the Puget Sound Business Journal, was instrumental in helping me launch my research study in 2001. Mike, thank you for introducing me to the executives of so many market leaders, for encouraging their participation in that first focus group, and for your support and mentorship over the past 20 years. To that original group of executives, an added thanks for sharing your insights. I am particularly interested to hear your feedback on where your input led me during the ten years of research that followed.

I am indebted to Ron Rael, writer, speaker and consultant with The High Road Institute, for his introduction to Robert Fox in the AICPAs publishing division. Ron, thank you for your encouragement, advice and enthusiasm.

I would also like to thank Robert Fox and the AICPA for understanding the importance of effective marketing management to their audience and for helping me share my approach with non-marketing managers and executives around the world. Robert, I have particularly enjoyed our conversations about marketing, publishing and life. I look forward to continuing our work together.

Many fellow Rotarians, business leaders, and other friends in the community helped test the Marketing Performance Evaluation and provided feedback or advice on other aspects of this book. Thank you for your help, for listening to me talk about concepts from case studies to chapter topics, and for providing feedback. Thank you to the many volunteers in the Seattle # 4 Rotary who helped bring in exceptional speakers. Some of the market leaders you introduced to the club were included in this book as a result of your efforts. Thank you!

I also learned about market leaders from one in my own family. To my Dad, Don Fitzpatrick, Jr., thank you for all the stories around the dinner table that gave me insight into what really mattered in business and for modelling the behaviours of a market leader.

To my Mom, Cheri Greene, thank you for believing in me. Your support, especially in recent years, has been incredibly important to me. Thank you.

And last, but certainly not least, I thank my two children, Emma and Ryan, who are, along with my husband Brad, the most important people in my life. Thank you for being so patient with me while writing this book, for giving me hugs, kisses and encouragement, and for believing in me. I love you all very much.