ISBN 9788126514175,Marketing Excellence: Winning Companies Reveal the Secrets of Their Success

Marketing Excellence: Winning Companies Reveal the Secrets of Their Success



Jaico Book Distributors

Publication Year 2007

ISBN 9788126514175

ISBN-10 8126514175


Number of Pages 394 Pages
Language (English)


This book is a compelling contribution to the debate about just what excellent marketing is. It is based on winners of the Marketing Society Awards over the last few years and covers a wide range of categories, including branding, organizational change, loyalty, customer insight, marketing communications and overall marketing achievement. The case studies selected will show in detail what made the company attract its award and includes the case study itself, updating, comments from judges or marketing experts where feasible and further reading. Each case is topped and tailed with the key learning points and contain relevant illustrations. Table of Contents: Introduction: So What's the Big Idea? Acknowledgements Marketing Measurement Excellence Customer Insight Launching New Brands Brand Extension Brand Revitalization Sustaining the Brand Promise Marketing Communications: Getting the Message Across Creating Loyal Relationships Crossing Borders: International Brand Development Internal Marketing: Engaging Employees Developing Marketing Capabilities Doing Well by Doing Good Appendix Index