Marketing mavens
Subtitle: how the world's best use five key imperatives to put customers at the center and make marketing everyone's business
By: Noel Capon.
Edition: 1st ed.
Publisher: Crown Business
Published: 2007
Place of publication: New York
Language: eng
Number of pages: 307
ISBN-13: 9780307354099
Subjects: Relationship marketing; Customer relations; Marketing -- Management
Description: "The Marketing Mavens is based on a four-year long research program that spanned twenty-five industries, identifying long-term winners and what they do differently. Put simply, Marketing Mavens place customers at the center of their business and make marketing everyone's job. Using a wide variety of intriguing, in-depth examples, from ESPN to the Mayo Clinic, Dr. Capon shows how the mavens create customers. How by placing the sports fan at the center of its business, ESPN creates programming that meets the needs of fans that were never given a second thought by the networks; or how physicians at the Mayo Clinic, being both technical experts and skilled at creating a patient-centric ambience, motivate people to pay the extra travel and lodging expenses not covered by insurance." "Noel Capon in The Marketing Mavens redefines marketing, moving it from a focus on selling and communication into a discipline that guides all the key decisions of a business."--BOOK JACKET.
Table of contents: title: The new market model; title: Execution in marketing; title: Identifying opportunities; title: Matching markets with competencies; title: Segmenting to find the sweet spots in a market that matters; title: Meeting customer needs and beating competition; title: Structuring systems and processes to serve customers; title: Creating a company-wide marketing culture; title: Measuring enterprise and market for a custom fit; title: Conclusion : sustaining marketing excellence.