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Marketing Excellence 2 Paperback – 18 Nov 2010

5 out of 5 stars 6 customer reviews

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Product details

  • Paperback: 256 pages
  • Publisher: The Marketing Society; First Edition edition (18 Nov. 2010)
  • Language: English
  • ISBN-10: 0956395910
  • ISBN-13: 978-0956395917
  • Product Dimensions: 22 x 21.7 x 1.7 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 1,868,021 in Books (See Top 100 in Books)

Product Description

Review

A treasure trove of examples covering the whole waterfront, from launching new brands to revitalising, sustaining and extending established ones, and from insights to advertising and sustainability. Whatever your business, it should make you proud to be a marketer, shake up your thinking and inspire you to go the extra mile. --Professor Patrick Barwise, London Business School, Chairman of Which?

These cases are a great source to stimulate your thinking. Some will stimulate new thoughts, some will unlock ideas from the back of your memory. All of them however are great fuel for growth. --Keith Weed, Chief Marketing and Communication Officer, Unilever

As a young marketer learning the ropes, I always used to read the Advertising Works series as it contained really useful case studies from which to draw inspiration (or better still plagiarise). Today I would recommend this latest Marketing Excellence book, which was first published in 2006, because it takes a rounder view of things than just advertising and I am 100% confident that anyone reading it will practice marketing better. That's really the point of The Marketing Society and this book about excellence : a strong concept and product fit guaranteed. Go and buy it. --Martin Glenn, Chief Executive Officer, Birds Eye Iglo Group

About the Author

Hugh Burkitt is Chief Executive of The Marketing Society, which is the leading network for senior marketers in the UK. At the Society he has been responsible for the launch of the Society s 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 to Collett Dickenson Pearce. He spent the next 30 years in advertising, founding the agency Burkitt Weinreich Bryant Clients and Company in 1986, and leaving in 2002 as Chairman of Burkitt DDB.


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Marketing Excellence 2 encapsulates everything that makes a business book work. It has useful, real-life lessons from leading organisations which understand just what role marketing needs to play in reaching their objectives. It examines the range of different marketing categories, from customer insight to sustaining the brand promise over time to the more recent additions to the marketing lexicon such as social marketing and marketing for sustainable consumption. It also has introductions to each chapter from leading marketers who pick out the key points from the case studies contained in the chapters. Unlike many other business books, it is also beautifully-designed, with a clever use of colour. It's the book that anyone who wants to understand just what makes marketing such an integral part of success should read.
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Marketing Excellence 2 perfectly exemplifies excellent marketing. Hugh Burkitt and the Marketing Society have analysed what the marketplace wants from a new book about marketing, and then produced what is wanted precisely to the marketplace's specification: a volume that is wide-ranging, authoritative, interesting, fast and easy-to-read - and above all helpful. Marketors will gain useful insights from every one of the 34 case studies. And best of all it is itself a fine brand development, building on a successful existing brand - Marketing Excellence - with real product improvements: precisely what brand development is all about.
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For any level of marketer, a great book absolutely full of inspiring brands utilising equally inspiring ideas to stand out from the crowd and really connect with their customers. Lots of ideas, easily digested and across a diverse range of marketing subject matter (11 different chapters, ranging from brand launch and brand revitalisation; to great examples of how a marketing department should/could be organised to have best effect within an organisation; and of course current biggies such as sustainability and social marketing). A great read and would thoroughly recommend.
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