{"product_id":"marketing-excellence-isbn-9780470060278","title":"Marketing Excellence","description":"Marketing is all about ideas. And \u003ci\u003eMarketing Excellence\u003c\/i\u003e is about good ideas made great. The companies it features have been selected because they are winners – both literally and commercially. Literally in that they have received Marketing Society Awards for their work in Britain; commercially in that these efforts have resulted in measurable market success. They come from a diverse range of markets; it’s likely that some operate in yours.  \u003cp\u003eWritten by two marketing thought leaders and featuring insights from a host of industry experts who have judged the Awards in recent years, here is a collection of brands and companies that are doing things right. From ketchup to cosmetics, it offers today’s most revealing, readable and above all relevant lessons in \u003ci\u003eMarketing Excellence\u003c\/i\u003e.\u003c\/p\u003e  Foreword.  \u003cp\u003eIntroduction: So What’s the Big Idea?\u003c\/p\u003e \u003cp\u003eAcknowledgements.\u003c\/p\u003e \u003cp\u003eAbout the Authors.\u003c\/p\u003e \u003cp\u003e1 Marketing Measurement Excellence.\u003c\/p\u003e \u003cp\u003e2 Customer Insight.\u003c\/p\u003e \u003cp\u003e3 Launching New Brands.\u003c\/p\u003e \u003cp\u003e4 Brand Extension.\u003c\/p\u003e \u003cp\u003e5 Brand Revitalisation.\u003c\/p\u003e \u003cp\u003e6 Sustaining the Brand Promise.\u003c\/p\u003e \u003cp\u003e7 Marketing Communications: Getting the Message Across.\u003c\/p\u003e \u003cp\u003e8 Creating Loyal Relationships.\u003c\/p\u003e \u003cp\u003e9 Crossing Borders: International Brand Development.\u003c\/p\u003e \u003cp\u003e10 Internal Marketing: Engaging Employees.\u003c\/p\u003e \u003cp\u003e11 Developing Marketing Capabilities.\u003c\/p\u003e \u003cp\u003e12 Doing Well by Doing Good.\u003c\/p\u003e \u003cp\u003eAppendix.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e  \"...by examining the excellence of others we can all improve our own efforts.\"\u003cbr\u003e (The Marketer, February 2007)\u003cbr\u003e   \u003cp\u003e\"…certainly worth reading, especially for brand or marketing directors who need inspiration and want to know the stories behind certain companies’ successes.\" (\u003ci\u003eBrand Strategy,\u003c\/i\u003e May 2007\u003ci\u003e)\u003c\/i\u003e\u003c\/p\u003e  \u003cb\u003eHUGH BURKITT\u003c\/b\u003e is Chief Executive of the Marketing Society, which is the leading network for senior marketers in the UK. At the Society he was responsible for the launch of the Society’s \u003ci\u003eManifesto for Marketing\u003c\/i\u003e, introduced the \u003ci\u003eMarketing Leaders Programme\u003c\/i\u003e for potential marketing directors and established the \u003ci\u003ePanoramic Group\u003c\/i\u003e, which has created a new forum where all the UK’s marketing organisations have agreed to work together to promote marketing.\u003cbr\u003e He is a council member of the Advertising Association, and has also served on the ASA Council, the IPA Council and the Complaints Panel of the Portman Group.\u003cbr\u003e In February 2005 he completed a walk up Kilimanjaro to raise money for VSO projects in Tanzania – where he had been a volunteer teacher nearly forty years earlier.  \u003cp\u003e\u003cb\u003eJOHN ZEALLEY\u003c\/b\u003e is the Managing Partner of Accenture’s European Consumer Goods \u0026amp; Services practice, where he works with senior executives of leading companies on multinational growth and business reorganization programmes.\u003cbr\u003e As a consultant, initially with McKinsey \u0026amp; Co and latterly with Accenture, John has worked with consumer based businesses in such diverse sectors as financial services, food and drink, grocery and general retailing, leisure and healthcare and in markets across Europe, Africa, Asia Pacific and North America.\u003cbr\u003e John is a Fellow of the Marketing Society and sits on the Editorial Board of \u003ci\u003eMarket Leader\u003c\/i\u003e, the Society’s quarterly journal. He is a Liveryman of the Worshipful Company of Marketors.\u003cbr\u003e In addition, he uses his marketing skills with a number of not-for-profit organisations, including Cancer Research UK, The Royal Shakespeare Company and the Institute for Citizenship.\u003c\/p\u003e  \u003cb\u003eMarketing Excellence\u003c\/b\u003e  \u003cp\u003eMarketing is about ideas. And Marketing Excellence is about good ideas made great.\u003cbr\u003e The companies in this book have been selected because they are winners - literally and commercially. Literally in that they have received Marketing Society Awards for their work; commercially in that these efforts have resulted in measurable market success. They come from a diverse range of markets; it's likely that some operate in yours.\u003c\/p\u003e \u003cp\u003eWritten by two marketing thought leaders and featuring insights from a host of industry experts who have judged the Awards in recent years, here is a collection of brands and companies that are doing things right. From ketchup to cosmetics, it offers today's most revealing, readable and above all relevant lessons in Marketing Excellence.\u003c\/p\u003e  \"It is increasingly recognised that excellent marketing in both its strategic and tactical sense is essential to company success and survival. But many companies still struggle to turn theory in reality. This book can help. It shows in a practical and compelling way just how excellent marketing has transformed the fortunes of a wide range of organisations.\"\u003cbr\u003e —\u003cb\u003eJean-Claude Larreche\u003c\/b\u003e, The Alfred H Heineken Professor of Marketing, INSEAD  \u003cp\u003e\"This book distills literally millions of hours of both the inspiration and the perspiration required to understand aspirations and motivations and then to change the actions of millions of people. Each chapters tightly drawn case studies carefully show how companies fortunes can be hugely enhanced by the marketing profession.\"\u003cbr\u003e —\u003cb\u003eSir Paul Judge\u003c\/b\u003e, Fellow, The Marketing Society; Vice-President, Chartered Institute of Marketing and Immediate Past Master, Worshipful Company of Marketors\u003c\/p\u003e \u003cp\u003e\"No fashionable philosophies or catchpenny shortcuts: just hard facts and fascinating stories. There are lessons to be learned from this book that could double the value of almost any marketing budget.\"\u003cbr\u003e —\u003cb\u003eSir Martin Sorrell\u003c\/b\u003e, CEO, WPP\u003c\/p\u003e \u003cp\u003e\"Blue chip marketing case studies with blue chip commentary and analysis. A brilliant way to learn from the best in the business.\"\u003cbr\u003e —\u003cb\u003eCilla Snowball\u003c\/b\u003e, Chairman \u0026amp; Chief Executive, Abbott Mead Vickers Group\u003c\/p\u003e \u003cp\u003e\"Marketing is an art, not a science, but it relies on scientific techniques and progresses through studying the learning and results of others. This collection and analysis of case studies is exceptional, providing great inspiration and guidance for us all.\"\u003cbr\u003e —\u003cb\u003eMiles Templeman\u003c\/b\u003e, Director General, Institute of Directors\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989575221477,"sku":"NP9780470060278","price":60.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470060278.jpg?v=1761784660","url":"https:\/\/k12savings.com\/es\/products\/marketing-excellence-isbn-9780470060278","provider":"K12savings","version":"1.0","type":"link"}