Introduction: So What’s the Big Idea?
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.
(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)