 Marketing Excellence: Winning Companies Reveal the Secrets of Their Success
ISBN: 978-0-470-06027-8
Hardcover
388 pages
January 2007
US $60.00
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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.
