Marketing Excellence 3: Award-winning Companies Reveal the Secrets of Their Success - Hardcover

Burkitt, Hugh

Hardcover

ISBN 10: 0749473789 ISBN 13: 9780749473785

Publisher: Kogan Page, 2014

Synopsis

Marketing Excellence 3 showcases the strongest case studies - all winners - from The Marketing Society's Excellence Awards to celebrate and promote the contribution that great marketing makes to the commercial success of a business. The compilation includes a selection of 30 award winners from 2012 to 2014 who have employed different strategies, tactics, tools and techniques all worthy of recognition. The book features world-leading consumer products, retail, fast food, consultancy, charity and telecoms brands such as easyJet, Hailo, McDonald's, Mercedes-Benz, Unilever, Macmillan, O2, PwC, Jack Daniel's and John Lewis.

Each chapter of Marketing Excellence 3 is organised by theme and introduced by a judge who then presents the case studies in detail, providing thought-provoking answers to questions such as 'How do you find great customer insights?', 'What are the key principles that lie behind effective communications?', 'How do you create a marketing ethos that will mobilise your organisation?', 'What makes a new brand stand out and succeed?' and 'How do you keep customers loyal?' As such, it is an ideal book for marketers and students looking to be inspired by the very best in marketing campaigns.

About this title

Review

"I highly recommend Marketing Excellence 3. It considers all the key aspects of marketing from 'connecting with customers' through to 'marketing sustainability' and provides a comprehensive look at how well-planned, precise marketing delivers real business results." (Professor Vince Mitchell, Cass Business School London)

"This book is a must-read for marketers at any level. Its 30 different case studies offer a fascinating inside view of how great marketing has worked for a broad scope of brands. Together they demonstrate why marketing excellence is integral to every organisation's success." (Gavin Patterson, Chief Executive BT Group)

"If you think you know all about marketing, think again. Marketing Excellence provides an authoritative insight into best-practice marketing from some of the world's leading brands and is the go-to reference book for everyone operating in the marketing and communications industry." (James Murphy, CEO, adam&eveDDB)

Book Description

Demonstrates how well-planned, precise marketing delivers real business results

Inspires marketers to better connect and communicate with customers, re-energise long-established brands and more

Takes examples from a variety of brands

About this edition

• Publisher: Kogan Page
• Publication date: 2014
• ISBN 10: 0749473789
• ISBN 13: 9780749473785
• Binding: Hardcover
• Edition number: 1
• Number of pages: 280