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

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

Couverture souple

ISBN 10 : 074944455X ISBN 13 : 9780749444556

Editeur : Kogan Page Ltd, 2005

Synopsis

Based on their combined experience of over half a century of advising companies, the authors argue that marketing has lost its way. Companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. Success in the new marketplace demands integration of the firm's entire set of capabilities into a seamless system that delivers exemplary customer satisfaction, if not delight. 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, ensuring that everyone in the organization has one paramount goal to get and keep customers can success be achieved. The authors provide a wealth of marketing tips and innovations that readers can easily adapt to their own businesses and revealing cases that 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: 2005
• Langue: anglais
• ISBN 10: 074944455X
• ISBN 13: 9780749444556
• Reliure: Broché
• Nombre de pages: 368
• Coordonnées du fabricant: non disponible
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