Marketing Excellence

Winning companies reveal the secrets of their success

Hugh Burkitt, John Zealley

374 pages, parution le 24/11/2006

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Résumé

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.

L'auteur - Hugh Burkitt

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 created a new forum where all the UK's marketing organisations have agreed to work together to promote marketing.

He is a council member of the Advertising Association, and has also served on the ASA Council, the IPA Council and the Complaints Panel of the Portman Group.

In February 2005 he completed a walk up Kilimanjaro to raise money for VSO projects in Tanzania - where he had been a volunteer teacher nearly forty years earlier.

L'auteur - John Zealley

JOHN ZEALLEY is the Managing Partner of Accenture's European Consumer Goods & Services practice, where he works with senior executives of leading companies on multinational growth and business reorganization programmes.

As a consultant, initially with McKinsey & Co and latterly with Accenture, John has worked with consumer based businesses in such diverse sectors as financial services, food and drink, grocery and general retailing, leisure and healthcare and in markets across Europe, Africa, Asia Pacific and North America.

John is a Fellow of the Marketing Society and sits on the Editorial Board of Market Leader, the Society's quarterly journal. He is a Liveryman of the Worshipful Company of Marketors.

In addition, he uses his marketing skills with a number of not-for-profit organisations, including Cancer Research UK, The Royal Shakespeare Company and the Institute for Citizenship.

Sommaire

Foreword
Introduction: so what's the big idea?
Acknowledgements
About the authors
Marketing measurement excellence
Customer insight
Launching new brands
Brand extension
Brand revitalisation
Sustaining the brand promise
Marketing communications: getting the message across
Creating loyal relationships
Crossing borders: international brand development
Internal marketing: engaging employees
Developing marketing capabilities
Doing well by doing good
Appendix
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Hugh Burkitt, John Zealley
Parution	24/11/2006
Nb. de pages	374
Format	15,5 x 23,5
Couverture	Relié
Poids	688g
Intérieur	Noir et Blanc
EAN13	9780470060278
ISBN13	978-0-470-06027-8