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| biggest marketing companies in the us: The Seven Figure Agency Roadmap Josh Nelson, 2019-10-29 The Seven Figure Agency Roadmap is the must-have resource for digital marketing agency owners. Increase your income, work when and how you want, get your clients get incredible results...... and live your desired lifestyle. The Seven Figure Agency is designed to solve these issues you may be experiencing such as: * Too many agencies hit an income ceiling, and never make the kind of money (or the kind of impact) that they are capable of. They get stuck at one of the 3 plateaus: Startup, Struggle or even Success * Most agencies blame themselves, and try to work on their MINDSET -- But nothing changes because it's not your mindset that's the problem. It's the MODEL that needs to change. * The model that you bought into when you started your agency business is completely unscalable (Manual prospecting to get a few leads, chasing prospects down rather than getting them to come to you... and living off of project revenue so there's never consistent income or time for you). * For the last 5 years, the author has been working with a select group of agencies, taking them from Struggle to Success, Scale and Significance. Josh Nelson has a very new approach and he shares the very best of what is working in his business & for the agencies he works with to build million dollar agencies. This book is essential reading for agencies of all types and experience-levels and is of particular value for anyone looking to start a digital marketing agency to short cut growing pains and accelerate their growth to Seven Figures & Beyond.Forget the old concept of a general, digital marketing agency that takes years to establish - there's no need to wait when you have The Seven Figure Agency Roadmap. Whether your dream is to control your schedule or earn six figures in a month, The Seven Figure Agency Roadmap is your manual.This set of turn-by-turn directions to building a digital agency teaches: * How Josh went from virtually bankrupt to running a hypergrowth agency that made the Inc 5000 list of fastest growing companies in the Untied States 4 years in a row * How to build the team that will manage the day-to-day operations * How top agency owners grow to seven figures within a year * How to add $5,000 in monthly recurring revenue to your agency every single month * How to rapidly establish authority in any niche, so clients ask to work with you When you purchase the book you get access to a workbook that help you put the ideas into action: * Multiple case studies & long form interviews with members of Seven Figure Agency Coaching who have grown their revenue to seven figures, hired teams to replace themselves, or sold their agencies for a nice profit * Josh's templates you can copy for setting goals, designing your marketing, and tracking performance * How the Seven Figure Agency principles create a life shaped to your goals |
| biggest marketing companies in the us: No-Nonsense Marketing Victor H. Prushan, 1997-04-25 Vic Prushan does not just talk about how to give the customer more than is expected, he delivers. [No-Nonsense Marketing is] incisive and thought-provoking, yet hard-hitting and practical. I recommend this book highly to managers of all businesses, large and small. --Jack D. Lantz, President and CEO, Unitek Miyachi Corporation Whether you have an MBA or learned about marketing from the school of hard knocks, Prushan's No-Nonsense Marketing will remind you of things you should not have forgotten and shows you things you wished you'd known. --Stewart A. Washburn, CMC, Consultant to Sales and Marketing Management Prushan's book follows his own sound advice--to always give customers more than they expect! Readers will find this a trove of insights and inspiration for every aspect of business management. I recommend it highly. --Alexander Hiam, author of The Portable MBA in Marketing and The Vest-Pocket CEO and Professor in the Marketing Department at the University of Massachusetts, Amherst This book is required reading for anyone who thinks they are a 'Street Fighter' in marketing. It's filled with great ideas that can help you build a stronger and more profitable customer base. Victor Prushan truly knows his stuff and freely shares it in this book. --Jeff Slutsky, author of Street Smart Marketing and The Toastmasters' Guide to Successful Speaking Finally, a book of marketing principles that both reviews fundamentals long since forgotten and provides iconoclastic new concepts on gaining, keeping, and delighting your customers, all written with Vic Prushan's dry but sparkling humor! This will be required reading for every person in my company who interfaces with a customer! -- Jeff Z. Amacker, President, Teledyne Controls |
| biggest marketing companies in the us: Global Marketing Kate Gillespie, 2015-07-03 This textbook introduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Other key features include: Coverage of often overlooked topics, such as the competitive rise of China’s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace Extensive real-life examples and cases from developed and emerging markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes. |
| biggest marketing companies in the us: Standard Directory of Advertising Agencies National Register Publishing, 2001 |
| biggest marketing companies in the us: R.E.D. Marketing Greg Creed, Ken Muench, 2021-06-08 Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing. |
| biggest marketing companies in the us: Business America , 1986 Includes articles on international business opportunities. |
| biggest marketing companies in the us: Small Giants Bo Burlingham, 2016-10-11 How maverick companies have passed up the growth treadmill — and focused on greatness instead. It’s an axiom of business that great companies grow their revenues and profits year after year. Yet quietly, under the radar, a small number of companies have rejected the pressure of endless growth to focus on more satisfying business goals. Goals like being great at what they do, creating a great place to work, providing great customer service, making great contributions to their communities, and finding great ways to lead their lives. In Small Giants, veteran journalist Bo Burlingham takes us deep inside fourteen remarkable companies that have chosen to march to their own drummer. They include Anchor Brewing, the original microbrewer; CitiStorage Inc., the premier independent records-storage business; Clif Bar & Co., maker of organic energy bars and other nutrition foods; Righteous Babe Records, the record company founded by singer-songwriter Ani DiFranco; Union Square Hospitality Group, the company of restaurateur Danny Meyer; and Zingerman’s Community of Businesses, including the world-famous Zingerman’s Deli of Ann Arbor. Burlingham shows how the leaders of these small giants recognized the full range of choices they had about the type of company they could create. And he shows how we can all benefit by questioning the usual definitions of business success. In his new afterward, Burlingham reflects on the similarities and learning lessons from the small giants he covers in the book. |
| biggest marketing companies in the us: Global Marketing Warren J. Keegan, Mark C. Green, 2005 WHAT MAKES THIS BOOK UNIQUE? Warren Keegan and Mark Green approached the fourth edition of Global Marketing with this goal: To write a book that reflects current issues and events, features conceptual and analytical tools that will help the reader apply the 4Ps to global marketing, and is authoritative in content yet relaxed and assured in style and tone. |
| biggest marketing companies in the us: Plunkett's Almanac of Middle Market Companies 2009 Jack W. Plunkett, 2008-08 A business development tool for professionals, marketers, sales directors, consultants and strategists seeking to understand and reach middle market American companies. It covers important business sectors, from InfoTech to health care to telecommunications. Profiles of more than 500 leading US middle market companies. Includes business glossary, a listing of business contacts, indexes and database on CD-ROM. |
| biggest marketing companies in the us: Computerworld , 1987-11-02 For more than 40 years, Computerworld has been the leading source of technology news and information for IT influencers worldwide. Computerworld's award-winning Web site (Computerworld.com), twice-monthly publication, focused conference series and custom research form the hub of the world's largest global IT media network. |
| biggest marketing companies in the us: The Win Without Pitching Manifesto Blair Enns, 2018 |
| biggest marketing companies in the us: They Ask, You Answer Marcus Sheridan, 2019-08-06 The revolutionary guide that challenged businesses around the world to stop selling to their buyers and start answering their questions to get results; revised and updated to address new technology, trends, the continuous evolution of the digital consumer, and much more In today’s digital age, the traditional sales funnel—marketing at the top, sales in the middle, customer service at the bottom—is no longer effective. To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible. Every day, buyers turn to search engines to ask billions of questions. Having the answers they need can attract thousands of potential buyers to your company—but only if your content strategy puts your answers at the top of those search results. It’s a simple and powerful equation that produces growth and success: They Ask, You Answer. Using these principles, author Marcus Sheridan led his struggling pool company from the bleak depths of the housing crash of 2008 to become one of the largest pool installers in the United States. Discover how his proven strategy can work for your business and master the principles of inbound and content marketing that have empowered thousands of companies to achieve exceptional growth. They Ask, You Answer is a straightforward guide filled with practical tactics and insights for transforming your marketing strategy. This new edition has been fully revised and updated to reflect the evolution of content marketing and the increasing demands of today’s internet-savvy buyers. New chapters explore the impact of technology, conversational marketing, the essential elements every business website should possess, the rise of video, and new stories from companies that have achieved remarkable results with They Ask, You Answer. Upon reading this book, you will know: How to build trust with buyers through content and video. How to turn your web presence into a magnet for qualified buyers. What works and what doesn’t through new case studies, featuring real-world results from companies that have embraced these principles. Why you need to think of your business as a media company, instead of relying on more traditional (and ineffective) ways of advertising and marketing. How to achieve buy-in at your company and truly embrace a culture of content and video. How to transform your current customer base into loyal brand advocates for your company. They Ask, You Answer is a must-have resource for companies that want a fresh approach to marketing and sales that is proven to generate more traffic, leads, and sales. |
| biggest marketing companies in the us: Data-First Marketing Janet Driscoll Miller, Julia Lim, 2020-08-21 Supercharge your marketing strategy with data analytics In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business. Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics. Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation. Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth. |
| biggest marketing companies in the us: Youtility Jay Baer, 2013-06-27 The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: How can we help? Jay Baer's Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. |
| biggest marketing companies in the us: The War Within David S. Grunwell, 2019-03-20 Miles deep in the Great Solomon Mines, a covert meeting is taking place that could determine the fate of New Jerusalem and maybe the known universe. A mysterious leader and his cadre of deadly assassins arrive to change the balance of power. If they are allowed to escape, there will be hell to pay. Thrown into war, will New Jerusalem survive where beauty is at the core of the problem? Rolland’s troubles may have started with the Fall of Heaven. This time there is The War Within. |
| biggest marketing companies in the us: National Petroleum News , 1927 |
| biggest marketing companies in the us: To Encourage the Mining of Coal, Oil, Gas, Etc., on the Public Domain United States. Congress. Senate. Committee on Public Lands, 1914 |
| biggest marketing companies in the us: Word of Mouth Marketing Andy Sernovitz, 2012 With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world's most respected and profitable companies get their best customers for free through the power of word of mouth. |
| biggest marketing companies in the us: The Marketing Guide For Financial Advisors Claire Akin, 2019-11-06 The Marketing Guide for Financial Advisors uncovers the truth about how independent advisors really get new clients in a digital world. Learn what no one wants you to know about marketing, how to avoid wasting money on your marketing, and the secret to unlocking your marketing potential, including: Why digital marketing is so challenging in financial services How to create a website that converts Email marketing strategies for financial advisors Using social media to get in front of your ideal prospects Search engine optimization to get more traffic to your website Content strategy to start the conversation Embracing a specialty to command higher fees Using webinars to warm up prospects In this exclusive guide, you'll learn proven strategies from top advisors to grow your firm and uncover a step-by-step process to build your marketing engine. About the Author Claire Akin, MBA grew up in the financial services industry working with her father, an independent financial advisor of over 35 years. She holds a bachelor's degree in economics and a master's of business administration. Claire founded Indigo Marketing Agency to help independent financial advisors reach more of their ideal clients. It's her mission to help financial advisors grow their firms through digital marketing. |
| biggest marketing companies in the us: Marketing Management, 2nd Edition Arun Kumar & N. Meenakshi, 2011 Marketing is a way of doing business. It is all pervasive, a part of everyone’s job description. Marketing is an expression of a company’s character, and is a responsibility that necessarily belongs to the whole company and everyone in it. |
| biggest marketing companies in the us: From Those Wonderful Folks Who Gave You Pearl Harbor Jerry Della Femina, 2010-07-22 In 1970 Jerry Della Femina wrote this gossip-filled, insider's account of working on Madison Avenue during the golden age of advertising. It caused a sensation, became a bestseller and established itself as a cult classic. Years later, it inspired the multi-award-winning drama Mad Men. |
| biggest marketing companies in the us: The Hidden Edge Jodie Rogers, 2021-04-28 Uncover the secret to achieving peak mental performance in the ground-breaking new book, The Hidden Edge: Why Mental Fitness is the Only Advantage That Matters in Business Join eminent leadership and team development expert, Jodie Rogers on an inspiring and insightful journey into managing the most important asset of all – the human mind. Packed full of engaging stories and fascinating real-world case studies, The Hidden Edge: Why Mental Fitness is the Only Advantage That Matters in Business, applies key psychological concepts to the modern business world. If we want businesses that are agile and adaptable to change, we first need people who are. Jodie will teach you how to leverage perspective, mindset, values and emotions to master your mental fitness and thus improve business performance. A business case is even laid out within the book showing exactly how enhanced mental fitness can positively impact the bottom line of your business. This book not only has the power to improve your own life, but shares resources you can use with your teams to develop an engaged, resilient and more productive workforce. The Hidden Edge: Why Mental Fitness is the Only Advantage That Matters in Business employs simple yet powerful exercises, tools and techniques you can implement each day to: Regulate your thoughts, emotions and feelings to stay calm and in control during stressful situations. Understand how values and beliefs influence decision making (both at the individual & team level) and how to leverage them for performance Cultivate the resilience required to navigate setbacks and change Develop the mental agility necessary for an ever-changing workplace If you are a forward-thinking business leader, HR professional, or anyone looking to accelerate growth, enable change and improve adaptability in your organisation, The Hidden Edge: Why Mental Fitness is the Only Advantage That Matters in Business is the perfect guide. |
| biggest marketing companies in the us: Drive Daniel H. Pink, 2011-04-05 The New York Times bestseller that gives readers a paradigm-shattering new way to think about motivation from the author of When: The Scientific Secrets of Perfect Timing Most people believe that the best way to motivate is with rewards like money—the carrot-and-stick approach. That's a mistake, says Daniel H. Pink (author of To Sell Is Human: The Surprising Truth About Motivating Others). In this provocative and persuasive new book, he asserts that the secret to high performance and satisfaction-at work, at school, and at home—is the deeply human need to direct our own lives, to learn and create new things, and to do better by ourselves and our world. Drawing on four decades of scientific research on human motivation, Pink exposes the mismatch between what science knows and what business does—and how that affects every aspect of life. He examines the three elements of true motivation—autonomy, mastery, and purpose-and offers smart and surprising techniques for putting these into action in a unique book that will change how we think and transform how we live. |
| biggest marketing companies in the us: The Marketing Mavens Noel Capon, 2007 Publisher description |
| biggest marketing companies in the us: Fourteen Points for the Twenty-First Century Richard H. Immerman, Jeffrey A. Engel, 2020-06-23 When the United States entered World War I, President Woodrow Wilson declared to Congress that the objective was not merely to bring a new balance of power, but rather to bring a just and secure peace to the world by the end of the conflict. In this famous speech, known as The Fourteen Points, Wilson offered the world a road map toward a more equitable international system in the midst of unprecedented global conflict, including ideas on the interconnectedness of democracy, trade, and the concept of a forum for peaceably resolving international disputes. Even decades after the end of the First World War, Wilson's ideas remained important and influenced many of his successors. But now, in the twenty-first century, there are forces at work in the world that Wilson could never have imagined, and those forces call for a new plan toward peace. In Fourteen Points for the Twenty-First Century: A Renewed Appeal for Cooperative Internationalism, Richard H. Immerman and Jeffrey A. Engel bring together a diverse group of thinkers who take up Wilson's call for a new world order by exploring fourteen new directions for the twenty-first century. The contributors—scholars, policymakers, entrepreneurs, poets, doctors, and scientists—propose solutions to contemporary challenges such as migration, global warming, health care, food security, and privacy in the digital age. Taken together, these points challenge American leaders and policymakers to champion an international effort, not to make America great again, but to work cooperatively with other nations on the basis of mutual respect. |
| biggest marketing companies in the us: The Mining Investor , 1909 |
| biggest marketing companies in the us: Sell Like Crazy Sabri Suby, 2019-01-30 In this groundbreaking book, Sabri Suby, the founder of Australia's #1 fastest growing digital marketing agency, reveals his exclusive step-by-step formula for growing the sales of any business, in any market or niche! The 8 phase 'secret selling system' detailed in this book has been deployed in over 167 industries and is responsible for generating over $400 million dollars in sales. This isn't like any business or marketing book you've ever read. There's no fluff or filler - just battle-hardened tactics that are working right now to rapidly grow sales. Use these timeless principles to rapidly and dramatically grow the sales for your business and crush your competition into a fine powder. |
| biggest marketing companies in the us: Coming Alive After Death: Recovery from Grief Jennifer Anne Berghage, 2021-01-15 If this book has drawn your interest, imagine that I am standing next to you and holding your hand. You, or someone you love, are grieving the loss of a dearly, truly beloved. When this happened to me upon the death of my sweet, 26-year-old daughter, I found myself in a very dark place. Climbing out of this darkness and back into light, love, laughter, and pleasure felt not only wrong, but absolutely impossible. I learned to walk through the fire and out the other side, because I am a beloved child of the Universe. True life and happiness belong to me for all the days and nights I am here on Earth. They also belong to me beyond this Earth life. And to you, Beloved, as well as to our beloveds who have transitioned. Take my hand as I guide you through the journey of grief, out of darkness and back into the light. You will not feel the same at the end of the book as you did in the beginning, or even in the middle. Keep reading. Keep going in your life journeys, Dear Ones, and never give up. We write what we know. Jen Berghage knows intimately the journey of the death of a dearly, dearly, beloved and how to navigate it such that we can go through the fire and come out the other side, not unscathed, not without scars, but with life, love, celebration, and peace in our hearts. In Coming Alive After Death she shares resources, exercises, and strengths we can tap as we continue here after the transition of our beloveds. Jen spent sixteen years as a credentialed professional editor (Graduate School, USA) and instructional designer (UWISC, Madison) with The Pennsylvania State University, which prepared her well for authorship of her own works. Life, colorful life, prepared her to have something to write about. She never imagined it would be this. |
| biggest marketing companies in the us: Foreign Economic Trends and Their Implications for the United States , 1986 |
| biggest marketing companies in the us: F&S Index United States Annual , 1999 |
| biggest marketing companies in the us: Smart Marketing Stan Rosenzweig, 2000-08 This second edition (third volume of the series), includes dozens of new marketing lessons from successful marketing geniuses in America's best run businesses. The text is laced with humor from an award-winning marketing columnist, trainer and business owner. Chapters include: What marketing is and how to do it, 3 ways to fix failed advertising, 3 easy steps to powerful branding, How to make price a market mechanism, 4 keys to winning market research, 7 cheapest ways to reach your marketing objective, 4 steps to reposition for success... and many more award winning tips, tricks and methods. Today's Librarian called it a must have for the business section... filled with low-cost marketing training on getting press coverage, branding, pricing, portraying a professional image, and changing with the market. To order, contact Ronna Cohen, Emery Publishing Company, 800 Summer Street, Suite 340, Stamford, CT, 06901. Phone 1-800-243-2410. E-mail: ronna@emerypublishing.com. Website: www.salestipwebsite.com. Publisher provided annotation. |
| biggest marketing companies in the us: The Cumulative Daily Digest of Corporation News , 1927 |
| biggest marketing companies in the us: Poor's Cumulative Service , 1927 |
| biggest marketing companies in the us: Marine Fisheries Review , 1990 |
| biggest marketing companies in the us: Oil Trade , 1920 |
| biggest marketing companies in the us: Conquering Big Data with High Performance Computing Ritu Arora, 2016-09-16 This book provides an overview of the resources and research projects that are bringing Big Data and High Performance Computing (HPC) on converging tracks. It demystifies Big Data and HPC for the reader by covering the primary resources, middleware, applications, and tools that enable the usage of HPC platforms for Big Data management and processing.Through interesting use-cases from traditional and non-traditional HPC domains, the book highlights the most critical challenges related to Big Data processing and management, and shows ways to mitigate them using HPC resources. Unlike most books on Big Data, it covers a variety of alternatives to Hadoop, and explains the differences between HPC platforms and Hadoop.Written by professionals and researchers in a range of departments and fields, this book is designed for anyone studying Big Data and its future directions. Those studying HPC will also find the content valuable. |
| biggest marketing companies in the us: International Advertising John Philip Jones, 2000 A handbook of the theory and practice of international advertising linked to overall trends in business globalization. |
| biggest marketing companies in the us: International Business Riad A. Ajami, 2006 Useful for undergraduate and graduate students of international business, this work features coverage of the Asian financial crisis and the European Union. Its treatment of such topics as foreign exchange, international trade policy, and economic development introduces students to techniques for analyzing national economies. |
| biggest marketing companies in the us: Adland Mark Tungate, 2007 Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future. |
| biggest marketing companies in the us: Pushing Cool Keith Wailoo, 2021-11-02 Spanning a century, Pushing Cool reveals how the twin deceptions of health and Black affinity for menthol were crafted—and how the industry’s disturbingly powerful narrative has endured to this day. Police put Eric Garner in a fatal chokehold for selling cigarettes on a New York City street corner. George Floyd was killed by police outside a store in Minneapolis known as “the best place to buy menthols.” Black smokers overwhelmingly prefer menthol brands such as Kool, Salem, and Newport. All of this is no coincidence. The disproportionate Black deaths and cries of “I can’t breathe” that ring out in our era—because of police violence, COVID-19, or menthol smoking—are intimately connected to a post-1960s history of race and exploitation. In Pushing Cool, Keith Wailoo tells the intricate and poignant story of menthol cigarettes for the first time. He pulls back the curtain to reveal the hidden persuaders who shaped menthol buying habits and racial markets across America: the world of tobacco marketers, consultants, psychologists, and social scientists, as well as Black lawmakers and civic groups including the NAACP. Today most Black smokers buy menthols, and calls to prohibit their circulation hinge on a history of the industry’s targeted racial marketing. In 2009, when Congress banned flavored cigarettes as criminal enticements to encourage youth smoking, menthol cigarettes were also slated to be banned. Through a detailed study of internal tobacco industry documents, Wailoo exposes why they weren’t and how they remain so popular with Black smokers. |
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