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Improve Your Marketing To Grow Your Business : Insights And Innovation That Drive Business And Brand Growth
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ISBN
:
9788131718094
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Publisher
:
Pearson
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
256
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Year
:
2007
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600.0
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468.0
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Description
Improve Your Marketing to Grow Your Business provides the tools and techniques to harness the power of the Internet and innovative technologies to succeed in doing the most important job to increase top-line growth--building brand equity. This book will explain how achieving top-line revenue growth and sustaining profits will depend upon the corporate embrace of the re-engineering of marketing through new processes to unleash the power technology affords. The book begins by presenting the shift in thinking that must take place to tap into this new marketing capability, including focusing on becoming customer-centric, re-engineering the marketing function, re-thinking the marketing organization, and re-designing the technology systems. In addition, it provides a newway to think about building a customer-centric process and the metrics to measure effectiveness. The book then goes on to provide intimate insider interviews with leading marketers of major brands in major industries and companies to illustrate application and practice. The interviews and perspectives of leading executives will provide real world examples and stories of what went right and wrong in the transition to a new way to put marketing to work. In the final section, the book presents the secrets for how to get it done: Managing information, creating a culture of accountability, creating communities of practice, and empowering change agents at every level of the organization.For Sale in Indian subcontinent onlyFeaturesHow to engineer marketing, from concept to practical application, to ignite--or reignite--sustained growth. Marketing is no longer a function, but a core competence. This book will show companies how to re-engineer their marketing to get growth from every dollar of marketing investment. Includes real-world stories from Procter and Gamble, Jack Daniels, Wachovia Bank, Hyatt, and Gillette. Explains how companies can re-engineer their thinking, and more importantly, their practices.
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Author Biography
Hunter Hastings is a Managing Partner in the consulting firm, the EMM, an enterprise marketing management company that transforms clients for growth through the application of best practice-based marketing processes and marketing technology. His brand management experience began with his in-house experience with Procter and Gamble and Stroh Brewery. In his consulting work, his clients have included MasterCard, Mercedes-Benz, Michelin, DEC, Kraft and PepsiCo, Hewlett Packard, AT and T, Brown-Forman, Unilever, Kimberly-Clark and Michelin, to name just a few.
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