Marketing Excellence

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. "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 range of organisations." — Jean-Claude Larreche, The Alfred H Heineken Professor of Marketing, INSEAD "This book distills literally millions of hours of both the inspiration and the perspiration required to understand aspirations and motivations and then to change the actions of millions of people. Each chapters tightly drawn case studies carefully show how companies fortunes can be hugely enhanced by the marketing profession." —Sir Paul Judge, Fellow, The Marketing Society; Vice-President, Chartered Institute of Marketing and Immediate Past Master, Worshipful Company of Marketors "No fashionable philosophies or catchpenny shortcuts: just hard facts and fascinating stories. There are lessons to be learned from this book that could double the value of almost any marketing budget." —Sir Martin Sorrell, CEO, WPP "Blue chip marketing case studies with blue chip commentary and analysis. A brilliant way to learn from the best in the business." —Cilla Snowball, Chairman & Chief Executive, Abbott Mead Vickers Group "Marketing is an art, not a science, but it relies on scientific techniques and progresses through studying the learning and results of others. This collection and analysis of case studies is exceptional, providing great inspiration and guidance for us all." —Miles Templeman, Director General, Institute of Directors 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 (Auteur) - Verschenen op 06/02/2007 bij John Wiley & Sons Inc.