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Marketing Revolution : the Radical New Approach to Transforming the Business, the Brand and the Bottom Line.

Author: Merlin Stone
Publisher: London : Kogan Page, 2005.
Edition/Format:   Book : Document   Computer File : EnglishView all editions and formats
Database:WorldCat
Summary:
How is the marketing process managed in companies across the world? And how can it be improved? Marketing Revolution answers these questions and more by drawing on international research and analysis from leading consultants, academics and practitioners, and from the authors insight into the revolutionary marketing practices of the global giant, IBM.
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Genre/Form: Electronic books
Material Type: Document
Document Type: Book, Computer File
All Authors / Contributors: Merlin Stone
ISBN: 9780749446802 0749446803
OCLC Number: 475971083
Description: 1 online resource (321 p.)
Contents: Acknowledgements; Foreword; Introduction; 1 Why revolutionize marketing; 2 What is marketing revolution?; 3 Customer insight; 4 Revolution through strategic planning; 5 Revolution through segmentation; 6 Revolutionizing the company by living the brand; 7 Customer relationship management; 8 From customer insight to customer action; 9 Creating the capability for operational analytics; 10 From revolutionary thinking and planning to action; 11 Revolution through people; 12 Case studies; References; Index; Further reading from Kogan Page;

Abstract:

How is the marketing process managed in companies across the world? And how can it be improved? This book answers these questions and more. It encourages managers to think about their marketing  Read more...

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