|Burkitt, Hugh / Zealley, John|
Winning Companies Reveal the Secrets of Their Success
1. Auflage November 2006
2006. 388 Seiten, Hardcover
ISBN 978-0-470-06027-8 - John Wiley & Sons
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Marketing, 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. Based on the winners of Britain's prestigious Marketing Society Awards, the book includes case studies that detail why each company earned its award, with comments from judges and marketing experts. The book's roll call of the best of the best include Unilever, Toyota, Pfizer, Barclays Bank, the BBC, and Microsoft.
Aus dem Inhalt
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.