Total integrated marketing : breaking the bounds of the function
著者
書誌事項
Total integrated marketing : breaking the bounds of the function
Kogan Page, 2003
- pbk
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注記
Includes bibliographical references (p. 311-335) and index
"First published in Great Britten in 2003 by Kogan Page Limited, paperback edition 2005"
内容説明・目次
- 巻冊次
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ISBN 9780749440183
内容説明
The authors argue that marketing has lost its way and that companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. They assert that the new marketplace demands integration of the firm's entire capabilities into a system which delivers exemplary customer satisfaction. Integrating marketing is imperative, from the top down and with every major function: finance, operations, sales, R&D, customer service and HR. Only by creating "Total Integrated Marketing", they say, which ensures that everyone in the organization has one paramount goal to get and keep customers, can success be achieved. They provide marketing tips and innovations that readers can adapt to their own businesses and revealing cases which lift the lid on good and bad practice around the world.
- 巻冊次
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pbk ISBN 9780749444556
内容説明
Based on their combined experience of over half a century of advising companies, the authors argue that marketing has lost its way. Companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. Success in the new marketplace demands integration of the firm's entire set of capabilities into a seamless system that delivers exemplary customer satisfaction, if not delight. Integrating marketing is imperative, from the top down, and with every major function: finance, operations, sales, R&D, customer service and HR. Only by creating Total Integrated Marketing, ensuring that everyone in the organization has one paramount goal to get and keep customers can success be achieved. The authors provide a wealth of marketing tips and innovations that readers can easily adapt to their own businesses and revealing cases that lift the lid on good and bad practice around the world.
目次
- why total integrated marketing?
- the strategic marketing process
- marketing stewardship
- marketing and finance/accounting
- marketing and sales
- marketing and r marketing and customer service
- marketing and human resources.
「Nielsen BookData」 より
