Marketing Excellence: Winning companies reveal the secrets of their success by Hugh BurkittMarketing Excellence: Winning companies reveal the secrets of their success by Hugh Burkitt

Marketing Excellence: Winning companies reveal the secrets of their success

byHugh Burkitt, John Zealley

Hardcover | January 5, 2007

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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.

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 cre...
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Title:Marketing Excellence: Winning companies reveal the secrets of their successFormat:HardcoverDimensions:388 pages, 9.11 × 6.3 × 1.17 inPublished:January 5, 2007Publisher:WileyLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0470060271

ISBN - 13:9780470060278

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Table of Contents

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.