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.