Jaico Book Distributors
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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?
Marketing Measurement Excellence
Launching New Brands
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