Marketing in the 21st century : an Emerald guide.

Format:

Book

Language:

English

Subjects (All):

Marketing.

Industrial management.

Physical Description:

43 p.

Edition:

1st ed.

Place of Publication:

Bradford, England : Emerald Group Publishing, c2004.

Language Note:

English

Summary:

Back in the 1960s, a marketing revolution took place. Primarily driven by the introduction of the television into millions of homes across America and Europe, companies quickly began to realize the potential of this new medium for selling products. On the back of this, marketing became extremely influential - a ''wunderkind driving corporate strategy and growth'' according to 3M marketing director Allan J.

Contents:

Cover

Introduction

Corporate taxonomies can open up the big picture

Creating "insatiable demand" - leverage the demand chain to expand your customer base and your revenue

Creating the brand-driven business: it's the CEO who must lead the way

Data strategy: a critical component of marketing success

Marketing failed us again

Seven ways to hold fast to your customers

Understanding brand's value: advancing brand equity tracking to brand equity management

Why "sales force effectiveness" isn't.

Notes:

Bibliographic Level Mode of Issuance: Monograph

ISBN:

1-280-70644-9

9786610706440

OCLC:

743206885

Publisher Number:

9781846632907