Marketing Revolution: The Radical New Approach to Transforming the Business the Brand and the Bottom Line - Brossura

Gamble, Paul R; Tapp, Alan; Marsella, Anthony; Stone, Merlin

Brossura

ISBN 10: 0749449802 ISBN 13: 9780749449803

Casa editrice: Kogan Page, 2007

Riassunto

How is the marketing process managed in companies across the world? And how can it be improved? Marketing Revolution answers these questions by drawing on international research and analysis from leading consultants, academics and practictioners, and from the authors' insight into the revolutionary marketing practices of IBM. This book encourages managers to think about their marketing environment in a new way and shows readers how to transform their marketing techniques. Marketing Revolution includes radical business tools designed to deliver real value, advice on how to re-structure or even totally rebuild the marketing capability, and guidelines to increase business revenue.

Su questo libro

Descrizione del libro:

A must-read for all those who want to revolutionize their marketing practices

Draws on international research and analysis from leading consultants, academics and practitioners

Includes practical advice, radical new business tools and international cases and examples, including Tesco, Finnair, the DVLA, Nestl, Disney and Wal-Mart

The most important contribution of this book is to remind us that marketing is not a department but a central, if not the central, function of management.

Marketing

Written by acknowledged experts in the field of CRM, strategic marketing and segmentation, Marketing Revolution is an invaluable addition to the existing literature.

CIM Hot Marketing

L'autore:

Paul Gamble runs his own consultancy in the areas of international relationship marketing, information services strategy and knowledge management. His books have been translated into many languages. He has also written Up Close and Personal? and Knowledge Management for Kogan Page and written 150 papers.

Dr Alan Tapp is Senior Lecturer in Marketing, Bristol Business School. He worked for many years in industry, including at BT, before moving into academic life.

Dr Anthony Marsella was Senior Manager, Strategic Marketing & BCS CRM Marketing Leader - IBM Europe, Middle East, Africa. He is now Chief Marketing Officer at Samsung Electronics UK.

Professor Merlin Stone is a director of QCi Ltd, The Database Group Ltd, The Halo Works Ltd and NowellStone Ltd. He is a leading consultant and lecturer on marketing and customer management, and has published 30 books and many articles on these subjects.

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2007
• ISBN 10: 0749449802
• ISBN 13: 9780749449803
• Rilegatura: Copertina flessibile
• Numero di pagine: 324