Description
Book SynopsisMarketing, in both a strategic and tactical sense, is basic to a company's success and survival. Surprisingly, many firms are still struggling to identify what good marketing is. Marketing Excellence sheds light on exactly why some of today's most successful marketing campaigns have actually succeeded.
Trade Review"...by examining the excellence of others we can all improve our own efforts."
(The Marketer, February 2007)
"…certainly worth reading, especially for brand or marketing directors who need inspiration and want to know the stories behind certain companies’ successes." (Brand Strategy, May 2007)
Table of ContentsForeword.
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.
