{"product_id":"marketing-excellence-9780470060278","title":"Marketing Excellence","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eMarketing, 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"...by examining the excellence of others we can all improve our own efforts.\"\u003cbr\u003e (The Marketer, February 2007)\u003cbr\u003e   \u003cp\u003e\"…certainly worth reading, especially for brand or marketing directors who need inspiration and want to know the stories behind certain companies’ successes.\" (\u003ci\u003eBrand Strategy,\u003c\/i\u003e May 2007\u003ci\u003e)\u003c\/i\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword.  \u003cp\u003eIntroduction: So What’s the Big Idea?\u003c\/p\u003e \u003cp\u003eAcknowledgements.\u003c\/p\u003e \u003cp\u003eAbout the Authors.\u003c\/p\u003e \u003cp\u003e1 Marketing Measurement Excellence.\u003c\/p\u003e \u003cp\u003e2 Customer Insight.\u003c\/p\u003e \u003cp\u003e3 Launching New Brands.\u003c\/p\u003e \u003cp\u003e4 Brand Extension.\u003c\/p\u003e \u003cp\u003e5 Brand Revitalisation.\u003c\/p\u003e \u003cp\u003e6 Sustaining the Brand Promise.\u003c\/p\u003e \u003cp\u003e7 Marketing Communications: Getting the Message Across.\u003c\/p\u003e \u003cp\u003e8 Creating Loyal Relationships.\u003c\/p\u003e \u003cp\u003e9 Crossing Borders: International Brand Development.\u003c\/p\u003e \u003cp\u003e10 Internal Marketing: Engaging Employees.\u003c\/p\u003e \u003cp\u003e11 Developing Marketing Capabilities.\u003c\/p\u003e \u003cp\u003e12 Doing Well by Doing Good.\u003c\/p\u003e \u003cp\u003eAppendix.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402276446551,"sku":"9780470060278","price":31.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470060278.jpg?v=1730479920","url":"https:\/\/bookcurl.com\/products\/marketing-excellence-9780470060278","provider":"Book Curl","version":"1.0","type":"link"}