Marketing Revolution: The Radical New Approach to

"Explores a groundbreaking marketing approach based on IBM's own marketing transformation. Endorsed by both IBM and the Chartered Institute of Marketing, Paul R Gamble, Alan Tapp, Anthony Marsella and Merlin Stone explore the radical new approach to transforming a business, the brand and the bottom line." www.brandrepublic.co.uk "Marketing Revolution takes a step back and looks at the shifting reasons for the increasing complexity of marketing and why it is not held in particularly high regard. The authors put forward a compelling case for 'sense and respond' marketing, and set out how this can be implemented." The Marketer "The most important contribution of this book is to remind us that marketing is not a department but a central, if not the central, function of management." Marketing "Written by acknowledged experts in the field of CRM, strategic marketing and segmentation, Marketing Revolution is an invaluable addition to the existing literature." CIM Hot Marketing