最 低 价：￥324.90
定 价：￥361.00
作 者：HughBurkitt, JohnZealley 著 著
出 版 社：John Wiley & Sons
出版时间：2007-7-1
I S B N：9780470060278
| 作者简介：HUGH BURKITT is Chief Executive of the Marketing Society, which is the leading network for senior marketers in the UK. At the Society he was responsible for the launch of the Society’s Manifesto for Marketing, introduced the Marketing Leaders Programme for potential marketing directors and established the Panoramic Group, which has created a new forum where all the UK’s marketing organisations have agreed to work together to promote marketing. 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. In February 2005 he completed a walk up Kilimanjaro to raise money for VSO projects in Tanzania – where he had been a volunteer teacher nearly forty years earlier. |
| Foreword Introduction: So What’s the Big Idea? Acknowledgements About the Authors 1 Marketing Measurement Excellence 2 Customer Insight 3 Launching New Brands 4 Brand Extension 5 Brand Revitalisation 6 Sustaining the Brand Promise 7 Marketing Communications: Getting the Message Across 8 Creating Loyal Relationships 9 Crossing Borders: International Brand Development 10 Internal Marketing: Engaging Employees 11 Developing Marketing Capabilities 12 Doing Well by Doing Good Appendix Index |
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