Gal Borenstein is BusinessSummaries.com's Author of the Month for February 2009

Miami, Florida, February 2, 2009—BusinessSummaries.com, one of the leading e-commerce sites for business book summaries, announces that Gal Borenstein, acclaimed author of the book What Really Counts for CEOs (published by Borenstein Executive University Press in 2009), is the Author of the Month for February 2009.

At the end of the day, every CEO has to be able to find out which marketing strategies and tactics are working for in his or her company. Yet, trapped by old-school marketing practices that don’t fit and perpetuate finger-pointing between sales and marketing departments, it can be hard to find out for sure which marketing practices are really effective. That’s unless a CEO is able to quickly discern What Really Counts.

It’s a brave new world for CEOs. The move from old-school print advertising to Web 2.0 social networks and the emergence of digital strategies has left many CEOs in the lurch. Far too often, many of them have no idea which part of their marketing works and which part doesn’t. And neither do many of them know what they should invest in to enhance their company’s long-term success. This confusion leads to quite a few CEOs spending more marketing budget dollars than necessary – and by doing so, squandering profit margins and resources that could be used elsewhere.

If the CEO does not understand which parts of the marketing effort are producing the best ROI, there is a strong likelihood that in seeking to increase efficiency, he or she will cut the very infrastructure required to maintain or restore the company’s vitality.

In What Really Counts for CEOs, Gal Borenstein, founder and CEO of the Washington, D.C. integrated marketing communications firm The Borenstein Group, seeks to teach CEOs to ask their marketing, sales and communication teams the right questions that will produce better answers, those which lead to meaningful metrics resulting in marketing outcomes that can be repeated and adjusted accordingly. In short, they will find out What Really Counts and make it work hard for their money.

This book will help CEOs uncover the key challenges they must face, and will give them the tools needed to treat marketing as a science.

The BusinessSummaries.com editorial staff interviewed Gal about his book and the story behind it. Key excerpts from the interview are posted on the BusinessSummaries website. The summary of What Really Counts for CEOs was released to BusinessSummaries.com’s subscribers on January 5, 2009.

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