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Marketing Excellence: Winning Companies Reveal the Secrets of Their Success

Marketing Excellence: Winning Companies Reveal the Secrets of Their Success

Hugh Burkitt, John Zealley

ISBN: 978-0-470-06093-3

Jan 2007

388 pages

$48.99

Description

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.

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.

""...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)