An Original "Mad Men" Executive Explains the Secrets of Marketing Success

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"Marketing Lessons from a Living Legend" by legendary advertising and marketing executive Alvin A. Achenbaum is a 5-volume compilation of more than five decades of unparalleled experience and marketing knowledge from a preeminent master practitioner. This unprecedented collection contains the most comprehensive insights on the art of marketing ever gathered, and covers every aspect of marketing management and strategy a student or beginning marketer needs to know.

He has been called “the Einstein of Advertising” and “the Oracle of Marketing.” Advertising Age said he was responsible for “tectonic changes” shaping today’s advertising and named him one of the most influential advertising people of the twentieth century dubbing him, simply, “a Living Legend.”

An original one of the “Mad Men” who personify the golden age of advertising, Alvin A. Achenbaum, a member of the Market Research Hall of Fame, played an instrumental role in the some of the best known and most influential advertising and marketing campaigns including those for Hallmark, Kraft, Toyota, and the U.S. Department of Defense.

Now, Achenbaum has compiled his more than five decades of unparalleled experience and marketing knowledge into a remarkable 5-volume set, Marketing Lessons From a Living Legend (Achenbaum Institute of Marketing; $79.99; ebook release available May 2, 2012 for Nook, Kindle, iPad, iPhone, iTouch, and Sony Reader).

This unprecedented collection contains the most comprehensive insights on the art of marketing ever gathered. Developed by a master practitioner, it is presented as a college-level course and covers every topic a student or beginning marketer needs to know and understand from developing a marketing plan through its execution. The course is comprised of 30 lessons broken down in five parts. It covers every aspect of marketing management including its functions, processes, and uses in detail: what marketing is, how it should be planned, and how it should be practiced in the marketplace.

Easy to read and filled with anecdotes, this 30-lesson course gives you all the key concepts and tools you need to land a job and advance your career in marketing including:

Part 1—Marketing: What it is Really About

Part 2—Marketing: How it Should be Practiced; The Role of Marketing Planning

Part 3—Addressing the Basic Functions of Marketing from a Practitioner’s Perspective

Part 4—Impersonal Marketing Communications

Part 5—Auxiliary Functions of Marketing

As chairman of marketing management consultancies, Achenbaum has advised leading numerous global brands. He’s been affiliated, as a senior executive, with such major advertising as McCann-Erickson, Grey Advertising, and J. Walter Thompson. At Backer Spielvogel, Bates Worldwide, he was board vice chairman responsible for all professional services. Achenbaum also taught marketing at The Baruch School of Business and Public Administration and has lectured at eight universities including NYU, Columbia, and McGill.

Written for students, college graduates who are beginning their marketing careers, or for entrepreneurs and small business owners who need help bolstering their marketing efforts, Marketing Lessons From a Living Legend offers a unique opportunity to learn it all from one of the leading figures in advertising and marketing history.

About the Author
As a marketing veteran, Alvin A. Achenbaum, according to Advertising Age, marketing industry's bible, was responsible for "tectonic changes" shaping today's advertising. He was also cited by the publication as one of 100 most influential people in the industry during the twentieth century. In founding a number of marketing management consultancies, in which he was chairman, he advised a host of blue chip clients, including Hallmark, Kraft, Toyota, and the United States Department of Defense.

Mr. Achenbaum, who has studied, taught, practiced and written more than 150 articles and speeches on marketing, advertising and market research, obtained a BS degree in Business Economics from UCLA, and an MS degree in Marketing from Columbia University. He taught marketing at Baruch School of Business and Public Administration for three years as an adjunct professor. He has also lectured at eight universities, including NYU, Columbia, and McGill. Mr. Achenbaum's remarkable career also includes being inducted into the Market Research Hall of Fame. He is available for interviews from New York, NY.

MARKETING LESSONS FROM A LIVING LEGEND
By Alvin A. Achenbaum
Achenbaum Institute of Marketing
May 1, 2012; $79.99; Five Volume EBook set
Available for Barnes & Noble Nook, Amazon Kindle, Apple iPad and iPhone, and Sony Reader

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Nissen PR
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