This book will be a compelling contribution to the debate about just what excellent marketing is. It will be based on winners of the Marketing Society Awards over the last few years, and will cover a wide range of categories, including branding, organisational change, loyalty, customer insight, marketing communications and overall marketing achievement. The companies receiving these awards are a roll call of the best of the best, including: Tesco, Toyota, Unilever, British Gas, the BBC, Microsoft, Interbrew and Whitbread. The case studies selected will show in detail what made the company attract its award, and will include the case study itself, updating, comments from judges/marketing experts where feasible and further reading. Each case will be topped and tailed with the key learning points and contain relevant illustrations.
Book Details:
- Author: Hugh Burkitt
- ISBN: 9780470060278
- Year Published: 2006
- Pages: 388
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
This book will be a compelling contribution to the debate about just what excellent marketing is. It will be based on winners of the Marketing Society Awards over the last few years, and will cover a wide range of categories, including branding, organisational change, loyalty, customer insight, marketing communications and overall marketing achievement. The companies receiving these awards are a roll call of the best of the best, including: Tesco, Toyota, Unilever, British Gas, the BBC, Microsoft, Interbrew and Whitbread. The case studies selected will show in detail what made the company attract its award, and will include the case study itself, updating, comments from judges/marketing experts where feasible and further reading. Each case will be topped and tailed with the key learning points and contain relevant illustrations.
It is increasingly recognised that excellent marketing in both its strategic and tactical sense is essential to company success and survival. But many companies have been struggling to define just what excellent marketing should mean for them a dangerous position to be in when facing todays competitive and complex environment where buyers are gaining the upper hand.
This is the first book to be published by a director of the marketing society for the marketing society. The marketing society is host to members who are the crème de la crème of British strategic marketers. The book not only previews case studies of excellence and best practice but, the ghost writer, Laura Mazur, pulls out the strategic lessons that can be learnt for any organization wishing to improve their own marketing strategies. Case studies from the UKs leading companies, as well as global companies based in the UK eg: BBC, Independent Newspaper, Toyota, Unilever, Pfizer, Waitrose, British Gas, Microsoft, Barclays Bank, Heinz, Tesco, Channel 4, Lever Faberge, Whitbread, British Airways, EMAP. The book is arranged into key topics that, not only reflect the awards issued by the marketing society, but represent the key issues within the marketing function.
About the Author
Hugh Burkitt is Chief Executive of the Marketing Society, a professional association dedicated to raising the stature of marketing in business. It champions marketing excellence by providing the best network for senior marketers to exchange ideas and share best practice. Hugh began his marketing career as a Unilever trainee at Birds Eye Foods in 1967 and progressed via the Manchester Business School to Collett Dickenson Pearce in 1972. He then spent 30 years in advertising, founding the agency Burkitt Weinreich Bryant in 1986 and retiring in 2002 as Chairman of Burkitt DDB. He is a council member of the Advertising Association, and has also served on the ASA Council, the IPA Council and the Complaints Panel of the Portman Group. He is a past President of the Solus Club.