Secrets, lessons and insights from the frontline of world-class branding and marketing.This book exposes the marketing secrets and lessons learnt from one of the world's most exciting global brands - Coca Cola - and how you can apply them to your own brand. It explores the core beliefs and principles that were needed to evolve one of the most powerful marketing machines on the planet that worked successfully across cultures and fast-changing environments. The author was part of a team of outstanding individuals and agencies that generated better, faster and more effective marketing on an unprecedented level. Through a combination of research, theory and real-life experience, Lamelas explains why and how marketing works, and offers a proven framework to help you master your own marketing strategy. The author is highly respected in the business world and an excellent self-promoter both on and offline.
Sprache
Verlagsort
Illustrationen
Maße
Höhe: 233 mm
Breite: 151 mm
Dicke: 22 mm
Gewicht
ISBN-13
978-1-910649-86-2 (9781910649862)
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
Javier Lamelas was previously Group VP Marketing of the Coca Cola Company, where he led global campaigns and worldwide marketing initiatives. He is now the CEO of Top Line MARTKeting.
ACKNOWLEDGEMENTS 12FOREWORD 14ABOUT THIS BOOK: WHY & HOW 16PREFACE 2011. AN EXPLANATION AND SOME CONSEQUENCES 49How Does this Work? 50The Power of Emotions 53Rational Communication 592. BUILDING THE MARTKETING FACTORY 62A Few Words about Marketing and Research 63Understanding Answers 65Steps to Effective Research 68A Few Misconceptions 70About Marketing and Organization 78Working in a Marketing Factory 83Sourcing Ideas 91Choosing Talent 94MARTKETING & MATHKETING 983. MAKING PEOPLE FALL IN LOVE 100Decide to Whom You Want to Talk 102 Some Consequences 112Build the Right Dialogue 123Creating Emotional Attachment 138The Big Change - Media 146The Universal Rating Point 162Innovation Is Not a Department 170(In Marketing) The Way You Look Is What You Are 1794. CAPTURING ALL THE VALUE (A BIT OF MATHKETING) 184Value and Price 186A Few Words about Private/Retail Labels 202... And about Luxury Brands 205The Shopper 208Throwing Good Money after Bad 212Generating "Recurrent" Revenues 218Getting More Out of Marketing Investments 2205. LOOKING INTO THE FUTURE 224Revenue-Generating Marketing 2256. SOME CONCLUSIONS 2317. ... AND ONE FINAL THOUGHT 236
