The Marketing Manifesto

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Notă GoodReads:
en Limba Engleză Paperback – 03 Feb 2013
Marketing is key to the health and wealth of organisations and a vital component in business strategy. Despite the fact that it produces three times more value than any other facet of a business and continual major improvements in its evolution as a profession, marketing and marketers are often undervalued as part of the business and underexploited as a force for profit. It is time marketing - and the Marketer - became critical. The Marketing Manifesto tackles and exposes the problems that stand in the way of the marketer realising marketing's prime objective and role - to improve and sustain revenue whilst improving the lives of the customer and consumer. Delivered in a refreshing style, by a marketer at the sharp end of successful business practice, The Marketing Manifesto offers unique steps to creating and delivering a successful marketing strategy in any organization and to improve your own a personal impact - on your role, career and organisation. The Marketing Manifesto is an innovative and highly practical title that crystallizes precisely how professional marketers can not only create a goal-oriented personal and company strategy, but also competitive advantage through applying marketing in the way it could and should be practised.
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ISBN-13: 9780749468521
ISBN-10: 0749468521
Pagini: 194
Ilustrații: Illustrations
Dimensiuni: 160 x 234 x 10 mm
Greutate: 0.34 kg
Editura: Kogan Page

Notă biografică

David Hood specializes in marketing strategy and enhanced competitiveness at Aqua Energy Scotland Ltd. A professional member the Global Marketing Network, he was previously CEO of the marketing communications and digital strategies company Marketing Sans Frontières and former chair of the Chartered Institute of Marketing's Technology group. He was an early innovator in modern digital and technology led marketing and is a Guest Lecturer at the University of Glasgow.


Chapter - 00: Introduction; Chapter - 01: The future of marketing; Chapter - 02: What the hell is a marketer?; Chapter - 03: Marketing Futurecast®; Chapter - 04: Marketing recruitment and resourcing; Chapter - 05: Marketing, finance and accountants unite!; Chapter - 06: Are we really customer or market centric?; Chapter - 07: Marketing misanthropy; Chapter - 08: The problem with marketing. is the repugnant word!; Chapter - 09: The marketing and sales standards; Chapter - 10: Re-humanization: humanity strikes back!; Chapter - 11: Digital fortress: permission-based marketing; Chapter - 12: Preparing, predicting and performing campaigns; Chapter - 13: Integrating marketing into an invigorated corporate governance; Chapter - 14: Corporate mergers, acquisitions and turnarounds (CMAT): where the hell is marketing?; Chapter - 15: Marketing leadership: it is time to step up to the mark