The Laws Behind Advertising

Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world's most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book.

Chapters Include:

• 1. Henry L. Nordhoff, Chairman, President, and Chief Executive Officer, Gen-Probe Incorporated - "The Role of the CEO: Driving the Company Toward Success";
• 2. Peter Russo, Director of Information Technology, Albany Molecular Research Inc. - "The Definition of a Successful Technology Leader";
• 3. Michael Tognotti, Vice President, Sales and Marketing, CombiMatrix Corporation - "How to Successfully Market Pharmaceuticals";
• 4. John Tucker, Chief Sales and Marketing Officer, Indevus Pharmaceuticals - "Overcoming the Marketing Challenges of the Pharmaceutical Industry";
• 5. Paul S. Davit, Executive Vice President, Human Resources, Enzon Pharmaceuticals Inc. - "Preparing Your People to Achieve Sustainable Long-Term Growth";
• 6. Elizabeth G. Frisby, Vice President, Human Resources, Nektar Therapeutics - "Understanding the Varied Role of Human Resources";
• 7. Lynette M. Bowman, Senior Director, Human Resources, SkyePharma Inc. - "Inside Human Resources from a Pharmaceutical Perspective";
• 8. Dorian Rinella, Former Vice President, Human Resources, Corgentech Inc. - "Understanding the Needs of the Company and Its Workforce".