Marketing Excellence: Winning Companies Reveal the Secrets of Their Success

ISBN-13: 9780470060278 / Angielski / Twarda / 2007 / 388 str.

Hugh Burkitt; John Zealley

Opis

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.

Recenzje

"...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)

Spis treści

Foreword.

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.

O autorze

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.

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.

Blurb

"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