"It is increasingly recognised that excellent marketing in both its strategic and tactical sense is essential to company success and survival. But many companies still struggle to turn theory in reality. This book can help. It shows in a practical and compelling way just how excellent marketing has transformed the fortunes of a wide range of organisations." --Jean-Claude Larreche, The Alfred H Heineken Professor of Marketing, INSEAD "This book distills literally millions of hours of both the inspiration and the perspiration required to understand aspirations and motivations and then to change the actions of millions of people. Each chapters tightly drawn case studies carefully show how companies fortunes can be hugely enhanced by the marketing profession." --Sir Paul Judge, Fellow, The Marketing Society; Vice-President, Chartered Institute of Marketing and Immediate Past Master, Worshipful Company of Marketors "No fashionable philosophies or catchpenny shortcuts: just hard facts and fascinating stories. There are lessons to be learned from this book that could double the value of almost any marketing budget." --Sir Martin Sorrell, CEO, WPP "Blue chip marketing case studies with blue chip commentary and analysis. A brilliant way to learn from the best in the business." --Cilla Snowball, Chairman & Chief Executive, Abbott Mead Vickers Group "Marketing is an art, not a science, but it relies on scientific techniques and progresses through studying the learning and results of others. This collection and analysis of case studies is exceptional, providing great inspiration and guidance for us all." --Miles Templeman, Director General, Institute of Directors