Marketing Excellence
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作者： Hugh Burkitt, John Zealley 著
出 版 社： John Wiley & Sons
出版时间： 2007-7-1字数：版次： 1页数： 373印刷时间： 2007/12/01开本：印次：纸张： 胶版纸I S B N ： 9780470060278包装： 精装编辑推荐
作者简介：HUGH BURKITT is Chief Executive of the Marketing Society, which is the leading network for senior marketers in the UK. At the Society he was responsible for the launch of the Society’s Manifesto for Marketing, introduced the Marketing Leaders Programme for potential marketing directors and established the Panoramic Group, which has created a new forum where all the UK’s marketing organisations have agreed to work together to promote marketing.
He is a council member of the Advertising Association, and has also served on the ASA Council, the IPA Council and the Complaints Panel of the Portman Group.
In February 2005 he completed a walk up Kilimanjaro to raise money for VSO projects in Tanzania – where he had been a volunteer teacher nearly forty years earlier.
内容简介
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.
目录
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
