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Marketing Excellence

【作　者】：Hugh Burkitt, John Zealley 著

【丛编项】：无

【装帧项】：精装 / 373

【出版项】：Wiley / 2007-7-1

【ISBN号】：9780470060278 / 0470060271

【原书定价】：￥361.00　有2家书店打折销售　

【主题词】：原版书－科普读物

书籍介绍

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【图书简介】
　　在线阅读本书Marketing is all about ideas. And Marketing Excellence 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.Written 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.-读书网|DuShu.com

【本书目录】
Foreword
Introduction: So What’s the Big Idea?
Acknowledgements
About the Authors
1 Marketing Measurement Excellence
2 Customer Insight
3 Launching New Brands
4 Brand Extension
5 Brand Revitalisation
6 Sustaining the Brand Promise
7 Marketing Communications: Getting the Message Across
8 Creating Loyal Relationships
9 Crossing Borders: International Brand Development
10 Internal Marketing: Engaging Employees
11 Developing Marketing Capabilities
12 Doing Well by Doing Good
Appendix
Index

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