Kogan Page Ltd
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How is the marketing process managed in companies across the world? And how can it be improved? Marketing Revolution answers these questions and more by drawing on international research and analysis from leading consultants, academics and practitioners, and from the authors' insight into the revolutionary marketing practices of the global giant, IBM.
This compelling book encourages managers to think about their marketing environment in a totally new and revolutionary way and shows readers how to transform their marketing techniques. Marketing Revolution includes:
International case studies and practical advice
Radical new business tools designed to deliver real value
Advice on how to re-architect, re-engineer or even totally rebuild the marketing structure
Guidelines to increase business revenue, whether through efficiency, effectiveness, acceleration or quality.
Marketing Revolution is a must-read for all those who want to revolutionize their marketing practices
About The Authors
Paul R Gamble was Dean and Director of a graduate business school in a major British university where he is now an Emeritus Professor. He now runs his own consultancy, working in specialist areas of international and relationship marketing, information services strategy and knowledge management.
Dr Alan Tapp is Reader and Research Unit Director in Marketing at . He worked for many years in the industry, including at BT, before moving into academic life. He is a leading authority in direct marketing, sports marketing and segmentation, with three books and over 50 publications to his name.
Dr Anthony Marsella has been a leading marketing professional for nearly 18 years. He has worked internationally enabling companies to develop and deliver marketing strategy, programmes and CRM technologies. While with IBM he has had a variety of responsibilities from defining the company's corporate customer data strategy and creating a European database to directing the worldwide market intelligence function for IBM Software Group. He is currently manager of Marketing and Strategy for IBM Business Consulting Services.
Professor Merlin Stone is a director of QCi Ltd, The Database Group Ltd, The Halo Works Ltd and No well Stone Ltd. He is a leading consultant, researcher and lecturer on marketing and customer management, and has published 30 books and hundreds of articles on these subjects.
Table of Contents
Why revolutionize marketing?
What is marketing revolution?
Revolution through strategic planning
Revolution through segmentation
Revolutionizing the company by living the brand
Customer relationship management
From customer insight to customer action
Creating the capabililty for operational analytics
From revolutionary thinking and planning to action
Revolution through people