Real world marketing for real world professionals everything you need to know to be the best in the business.
Marketing has never been more pressured than it is today, and . as a marketing professional, you are increasingly expected to do more for less and The Secrets of Success in Marketing is the book to offer some relief.
These are the real secrets, all learned from years of experience and successful marketing, and they're the secrets that the seriously successful use to stay ahead of the game.
A practical, project-based approach creates a series of self-contained guides to planning, implementing and managing consumer and business-to-business marketing projects ideal for busy marketing professionals who want fast, focussed advice. Real-life examples and case studies are drawn from market leaders in a variety of sectors, and this insight combined with the expert experience of a renowned author create a unique approach to teaching the core skills of marketing.
Sprache
Verlagsort
Verlagsgruppe
Pearson Education Limited
Zielgruppe
Maße
Höhe: 216 mm
Breite: 138 mm
Dicke: 18 mm
Gewicht
ISBN-13
978-0-273-74244-9 (9780273742449)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Ian Linton has worked for clients such as Ford, Vauxhall, Barclays Bank, IBM, ICL, Cisco, HP, Dell, NEC, BP, Shell, PA Consulting, Ernst & Young, Office of the Deputy Prime Minister, as well as a wide range of small/medium organisations in the public sector and professional services. He also has strong writing credentials is the author of more than 20 published business books, mainly focused on continuing professional development in marketing and customer service.
About the author
Introduction
Part 1 Closer to your customers the true measure of success
Chapter 1 Get up close and personal with the precision of one-to-one marketing
Chapter 2 A lifetime together the true value of long-term customer relationships
Chapter 3 Community service a problem shared
Chapter 4 Put customers on your product development team
Chapter 5 Pass the parcel make it easier for customers to contact you
Part 2 It takes more than a product to succeed
Chapter 6 Piggyback on other brands
Chapter 7 Service charge is extra
Chapter 8 Sell the knowledge
Chapter 9 Risky business - pricing in challenging times
Part 3 Don't keep it secret - get the story across
Chapter 10 How to win friends and influence the influencers
Chapter 11 Trust me, I'm financially sound
Chapter 12 How many agencies does it take to change a prospect's mind?
Part 4 People matter the inside track to success
Chapter 13 Get everyone on board
Chapter 14 Expand your team without hiring
Chapter 15 Partnership - more power to your marketing elbow
Chapter 16 Measure for measure just what is marketing success?
Index
