Marketing Excellence: Winning Companies Reveal The Secrets Of Their Success

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, organisational 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/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 :
Foreword
Introduction: So What’s the Big Idea?
Acknowledgements
About the Authors
· Marketing Measurement Excellence
· Customer Insight
· Launching New Brands
· Brand Extension
· Brand Revitalisation
· 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


Market Description :

About Author :
Hugh Burkitt 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 Manifesto for Marketing, introduced the Marketing Leaders Programme for potential marketing directors and established the Panoramic Group, which has created a new forum where all the UK’s marketing organisations have agreed to work together to promote marketing.
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.
John Zealley is the Managing Partner of Accenture’s European Consumer Goods & Services practice, where he works with senior executives of leading companies on multinational growth and business reorganization programmes.
As a consultant, initially with McKinsey & 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.
John is a Fellow of the Marketing Society and sits on the Editorial Board of Market Leader, the Society’s quarterly journal. He is a Liveryman of the Worshipful Company of Marketors.
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.