Total Integrated Marketing: Breaking the Bounds of the Function - Couverture rigide

Mac Hulbert, James; Capon, Noel; Piercy, Nigel F

Couverture rigide

ISBN 10 : 074944018X ISBN 13 : 9780749440183

Editeur : Kogan Page Ltd, 2003

Synopsis

The authors argue that marketing has lost its way and that companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. They assert that the new marketplace demands integration of the firm's entire capabilities into a system which delivers exemplary customer satisfaction. Integrating marketing is imperative, from the top down and with every major function: finance, operations, sales, R&D, customer service and HR. Only by creating "Total Integrated Marketing", they say, which ensures that everyone in the organization has one paramount goal to get and keep customers, can success be achieved. They provide marketing tips and innovations that readers can adapt to their own businesses and revealing cases which lift the lid on good and bad practice around the world.

A propos du livre

À propos des auteurs

James MacHubert is the RC Kopf Professor of International Marketing at Columbia Business School and a consultant to major corporations worldwide. He has published dozens of articles and books on marketing.

Noel Capon is Chair of Marketing at Columbia Business School and one of the world's top experts on key account management (visit www.keyaccountmanagement.com for more information).

He consults to leading companies in many countries. He has written numerous articles, book chapters and books.

Nigel F Piercy is Professor of Strategic Marketing at Cranfield School of Management in Bedfordshire, England. His consulting clients include British Telecom, AT&T, Honeywell and the British Yellow Pages.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 074944018X
• ISBN 13: 9780749440183
• Reliure: Relié
• Nombre de pages: 368
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible