Profit Boosting Secrets from Inside the Disney Marketing Machine

The Walt Disney Company is well known for more than just Mickey Mouse.  It is revered in business circles for its masterful marketing expertise.  In particular, how it manages to generate support for individual projects across its vast landscape of diverse business segments.  Silo-busting is routine at Disney and is orchestrated with panache…and perhaps a little pixie dust. Disney’s former Director of Corporate Synergy, Lorraine Santoli, gives a first-person, behind-the-scenes account of how, under the leadership of Michael Eisner and Frank Wells, she and her colleagues ignited a synergy spark within the organization that ultimately generated a firestorm of marketing wins and soaring profits. … Continue reading Profit Boosting Secrets from Inside the Disney Marketing Machine