Marketing excellence
Subtitle: winning companies reveal the secrets of their success
By: Hugh Burkitt and John Zealley.
Contributors: Zealley, John.; Marketing Society.
Publisher: Wiley
Published: 2006
Place of publication: Chichester, England; Hoboken, NJ
Language: eng
Number of pages: 373
ISBN-13: 9780470060278
Subjects: Marketing -- Great Britain -- Case studies.; Success in business -- Great Britain -- Case studies.; Business enterprises -- Great Britain -- Case studies.
Genres: Case studies.
Notes: Includes bibliographical references and index.
Table of contents: title: Marketing measurement excellence; title: Customer insight; title: Launching new brands; title: Brand extension; title: Brand revitalisation; title: Sustaining the brand promise; title: Marketing communications : getting the message across; title: Creating loyal relationships; title: Crossing borders : international brand development; title: Internal marketing : engaging employees; title: Developing marketing capabilities; title: Doing well by doing good.