Marketing Excellence

Name: Marketing Excellence
Author: Hugh Burkitt

Winning Companies Reveal the Secrets of Their Success

Gebonden Engels 2006 9780470060278

Verwachte levertijd ongeveer 16 werkdagen

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Samenvatting

Marketing is all about ideas. And
Marketing Excellence is about good ideas made great. The companies it features have been selected because they are winners both literally and commercially. Literally in that they have received Marketing Society Awards for their work in Britain; commercially in that these efforts have resulted in measurable market success. They come from a diverse range of markets; it s likely that some operate in yours.

Written by two marketing thought leaders and featuring insights from a host of industry experts who have judged the Awards in recent years, here is a collection of brands and companies that are doing things right. From ketchup to cosmetics, it offers today s most revealing, readable and above all relevant lessons in Marketing Excellence.

Specificaties

ISBN13:9780470060278

Taal:Engels

Bindwijze:gebonden

Aantal pagina's:388

Uitgever:John Wiley & Sons

Hoofdrubriek:Reclame en verkoop, Algemeen management

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Inhoudsopgave

Foreword.
Introduction: So What s the Big Idea?
Acknowledgements.
About the Authors.
1 Marketing Measurement Excellence.
2 Customer Insight.
3 Launching New Brands.
4 Brand Extension.
5 Brand Revitalisation.
6 Sustaining the Brand Promise.
7 Marketing Communications: Getting the Message Across.
8 Creating Loyal Relationships.
9 Crossing Borders: International Brand Development.
10 Internal Marketing: Engaging Employees.
11 Developing Marketing Capabilities.
12 Doing Well by Doing Good.
Appendix.
Index.