High Intensity Marketing: A Comprehensive Marketing Companion for Ceos and Marketing Professionals
by Idris Mootee, Jules (FWD) Goddard
Category: Business & Economics

Markets are changing at a rapid speed. Industry boundaries are blurring. Customers are getting increasingly sophisticated and demanding. How do these phenomena impact upon strategic marketing thinking?This book focuses on these challenges and provides CEOs and senior executives with managerially relevant frameworks and strategic perspectives on marketing. It complements marketing courses leading MBA schools teach, delivering the latest in strategic marketing thinking. What you're going to get is not a collection of sleight-of-hand tricks or mumbo-jumbo incantations. This book will help you gain the core knowledge you need to understand and apply advanced techniques of strategic marketing, including developing strategic positioning, managing brands, selecting pricing strategies, planning the marketing mix and promoting customer adoptions. This book also specifically addresses the challenges associated with launching innovative new products and technologies. It allows executives to understand the uncertainties and try to minimize them. And how understanding consumer behavior and adoption patterns can be critical to commercial success. In fact, this book is the shortcut to marketing mastery for those steering towards the fast track. This book not only benefits executives across the organization (in engineering, finance, product development, operations, sales and other areas), it also provides a common marketing language and understanding, that greatly facilitates the marketing strategy development process and is an excellent guide to a comprehensive overhaul of an organization's marketing strategy.