Marketing Revolution: The Radical New Way To Transforming The Business, The Brand & The Bottom Line - Couverture rigide

Gamble, Paul R; Tapp, Alan; Marsella, Anthony; Stone, Merlin

Couverture rigide

ISBN 10 : 0749443855 ISBN 13 : 9780749443856

Editeur : Kogan Page Ltd, 2005

Synopsis

Marketing Revolution is based on the experience of IBM and its leading business partners - particularly software suppliers and marketing communications suppliers - in transforming themselves and their clients' marketing. The writers, consultants, academics and practitioners have drawn on recent research by IBM and analysts: how is the marketing function managed in companies all over the world, and how can it be improved? The book shows senior marketing managers, those who advise them and those who study advanced marketing, how marketing can be greatly improved by taking a radical rather than an incremental approach to planning and implementing marketing. Marketing Transformation (MT) is the process by which companies completely re-architect, re-engineer, or even entirely rebuild their marketing capability (structure, processes, systems, partnerships etc.) to create radically increased business value, whether through efficiency (same results at much lower cost), effectiveness (much better results at same cost), acceleration (doing things faster), quality (doing things in a more complete, integrated fashion) or some combination of all of these.

A propos du livre

À propos des auteurs

Paul R Gamble is the Professor of European Management at the University of Surrey, UK. He is also Director of the Surrey European Management School (SEMS) the University's graduate business school. During his 25-year marketing career, he has written over 150 papers and published several books. In recent years, he has worked on several major relationship marketing projects for leading corporations in Europe and the USA.

Dr Alan Tapp is Reader and Research Unit Director in Marketing at Bristol Business School. He worked for many years in the industry, including at BT, before moving into academic life. He is a leading authority in direct marketing, sports marketing and segmentation, with three books and over 50 publications to his name.

Dr Anthony Marsella has been a leading marketing professional for over 18 years. He has worked internationally enabling companies to develop and deliver marketing strategy, programmes and CRM technologies.

Professor Merlin Stone is one of the UK's top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management. Merlin Stone is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Customer Relationship Marketing, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK's Chartered Institute of Marketing listed him in 2003 as one of the world's top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK's Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications. Merlin Stone has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2005
• Langue: anglais
• ISBN 10: 0749443855
• ISBN 13: 9780749443856
• Reliure: Relié
• Nombre de pages: 320
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible