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.
From the Publisher
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 meas...
From the Jacket
"It is increasingly recognised that excellent marketing in both its strategic and tactical sense is essential to company success and survival. But many companies still struggle to turn theory in reality. This book can help. It shows in a practical and compelling way just how excellent marketing has transformed the fortunes of a wide ra...
other books by Hugh Burkitt
Kobo ebook|Nov 3 2014
The following ISBNs are associated with this title:
ISBN - 10:0470060271
ISBN - 13:9780470060278
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Table of Contents
Introduction: So What’s the Big Idea?
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.