Hugh Burkitt

Marketing Excellence 3 (eBook, ePUB)

Award-winning Companies Reveal the Secrets of Their Success

• Format: ePub

Produktbeschreibung

Marketing Excellence 3 showcases the strongest case studies - all winners - from The Marketing Society's Excellence Awards to celebrate and promote the contribution that great marketing makes to the commercial success of a business. The compilation includes a selection of 30 award winners from 2012 to 2014 who have employed different strategies, tactics, tools and techniques all worthy of recognition. The book features world-leading consumer products, retail, fast food, consultancy, charity and telecoms brands such as easyJet, Hailo, McDonald's, Mercedes-Benz, Unilever, Macmillan, O2, PwC, Jack Daniel's and John Lewis.

Each chapter of Marketing Excellence 3 is organised by theme and introduced by a judge who then presents the case studies in detail, providing thought-provoking answers to questions such as 'How do you find great customer insights?', 'What are the key principles that lie behind effective communications?', 'How do you create a marketing ethos that will mobilise your organisation?', 'What makes a new brand stand out and succeed?' and 'How do you keep customers loyal?' As such, it is an ideal book for marketers and students looking to be inspired by the very best in marketing campaigns.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 280
• Erscheinungstermin: 3. November 2014
• Englisch
• ISBN-13: 9780749473792
• Artikelnr.: 42008757

Autorenporträt

Hugh Burkitt is Chief Executive of The Marketing Society, where he has been responsible for introducing the Manifesto for Marketing, and the Marketing Leaders Programme for aspiring marketing directors. He began his own marketing career as a Unilever trainee at Birds Eye Foods and progressed via the Manchester Business School into advertising, founding the agency Burkitt Weinreich Bryant, and leaving as Chairman of Burkitt DDB. He is a trustee of Barnardo's and the Academy of Ancient Music.

Inhaltsangabe

FOREWORD
Martin Glenn, President, The Marketing Society
THANKS
INTRODUCTION
Hugh Burkitt, Chief Executive, The Marketing Society
01 FINDING CONSUMER INSIGHT
Introduction: Robert Bridge, VP, Head of International Marketing, Yahoo
Mercedes-Benz
Macmillan
02 CONNECTING WITH CUSTOMERS
Introduction: Elizabeth Fagan Marketing Director, Health & Beauty,
International and Brands, Alliance Boots
O2
Notcutts
easyJet
Aviva
03 COMMUNICATING BRILLIANTLY
Introduction: Jan Gooding, Group Brand Director, Aviva
McDonald's
John Lewis
Sainsbury's
MINI
Galaxy
04 MOBILISING THE ORGANISATION
Introduction: Pete Markey, Chief Marketing Officer, Post Office
Burton's Biscuit Company
PwC
AMVBBDO
05 BUILDING POWERFUL NEW BRANDS
Introduction: Jon Goldstone, Vice-President, Brand Building, Foods and Ice
Cream, Unilever
McLaren
Jack Daniel's Tennessee Honey
BT Sport
Hailo
06 BUILDING GLOBAL BRANDS
Introduction: Amanda Rendle, Global Head of Marketing, Commercial Banking
and Global Banking and Markets, HSBC
The Famous Grouse
Axe
07 RE-ENERGISING LONG ESTABLISHED BRANDS
Introduction: Syl Saller, Chief Marketing Officer, Diageo Plc
Foster's
British Airways
National Lottery
Jaguar
08 MARKETING SUSTAINABILITY
Introduction: Christian Woolfenden, Global Marketing Director, Paddy Power
Unilever Small Cans
The Fairtrade Foundation
British Gas
09 MARKETING TO MAKE A DIFFERENCE
Introduction: Craig Inglis, Director, Marketing, John Lewis
Sainsbury's and Channel 4
Paddy Power
Depaul
APPENDIX
INDEX