Improve your marketing to grow your business : insights and innovation that drive business and brand growth

Format:

Book

Author/Creator:

Hastings, Hunter, Author.

Saperstein, Jeff, author.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Information technology.

Branding (Marketing).

Internet marketing.

Physical Description:

1 online resource (256 pages)

Edition:

1st edition

Place of Publication:

[Place of publication not identified] Wharton School Pub 2008

Language Note:

English

System Details:

text file

Summary:

“Marketing is part art and part science. The ‘art era’ was ok in the 20 th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer. Improve Your Marketing to Grow Your Business shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book.” –ARTURO MASSA Leading Global Marketing Executive, Fortune 500 Company How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value: Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more New insights from today’s top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette How to create a marketing culture of accountability, and empower change throughout your organization Indispensable reading for every marketing leader, manager, and business strategist For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results. Discover how to integrate marketing and customer knowledge into everything your company does…leverage technology to identify breakthrough opportunities and marketable innovations… learn faster, act faster, and drive maximum value from every marketing investment you make.

Notes:

Bibliographic Level Mode of Issuance: Monograph

ISBN:

9780132716192

0132716194

9780132365437

013236543X

OCLC:

173959644