Total Integrated Marketing
Breaking the Bounds of the Function
1st Edition
Published on 3. May 2003
Book
Hardback
368 pages
978-0-7494-4018-3 (ISBN)
Description
The authors argue that marketing has lost its way and that companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. They assert that the new marketplace demands integration of the firm's entire capabilities into a system which delivers exemplary customer satisfaction. Integrating marketing is imperative, from the top down and with every major function: finance, operations, sales, R&D, customer service and HR. Only by creating "Total Integrated Marketing", they say, which ensures that everyone in the organization has one paramount goal to get and keep customers, can success be achieved. They provide marketing tips and innovations that readers can adapt to their own businesses and revealing cases which lift the lid on good and bad practice around the world.
Reviews / Votes
'Until now, Integrated Marketing has been just buzz words that held promise but no substance. Total Integrated Marketing changes that forever, truly connecting key business functions with marketing. Its impact could change the way we do business.' Robert Shulman, CEO of Markitecture 'In theory, we have all of the ingredients for success - solid offerings, talented people with specialized skills, lean supply chains, efficient production operations and a good brand. But it may not come together as smoothly as we would like, and competitors win far too often, because the parts are not integrated sufficiently to deliver competitive customer value. This book is an elegant demonstration of the power of modern marketing concepts to galvanize organizations around a single shared focus - serving customers profitably.' R Gary Bridge, former IBM Vice President, Worldwide Marketing Management and Market Intelligence 'Marketing needs re-marketing to executives and this is the book to do it. The authors, seriously experienced in top-level executive education, empathize with what managers know and need. Brand new material is skillfully interwoven with a multitude of examples and the best fundamentals. The material on brands is of the utmost importance for companies in all sectors.' Tim Ambler, Senior Fellow, London Business School 'Very stimulating!' Nigel Stapleton, Chairman, Uniq PLC 'Total Integrated Marketing' is a wake-up call for those marketers who create brilliant strategies that fail when they 'throw them over the wall'. This book is a blueprint for breaking down that wall to integrate the concept of customer satisfaction with its actual delivery. Hulbert, Capon and Piercy show how to transform marketing from a staff function to a leadership function - to the benefit of both the company and its customers.' Tom Nagle, CEO, Strategic Pricing Group Inc and author of The Strategy and Tactics of Pricing 'Finally, a marketing book by people who understand that effective marketing is far more than good advertising. It demands integration of a well thought out marketing strategy into everything a business does - including staff attitudes, the look and feel of invoices, handling of customer complaints, packaging, product labels and instructions - literally everything that touches customers. This book fills a long empty gap in marketing literature.' E Dean Butler, Founding Entrepreneur, Lens Crafters in the United States and Vision Express in Europe, Asia, and South AmericaMore details
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Product notice
Cloth over boards
Dimensions
Height: 234 mm
Width: 156 mm
ISBN-13
978-0-7494-4018-3 (9780749440183)
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 Classification
Persons
James MacHubert is the RC Kopf Professor of International Marketing at Columbia Business School and a consultant to major corporations worldwide. He has published dozens of articles and books on marketing. Noel Capon is Chair of Marketing at Columbia Business School and one of the world's top experts on key account management (visit www.keyaccountmanagement.com for more information).
He consults to leading companies in many countries. He has written numerous articles, book chapters and books.
Nigel F Piercy is Professor of Strategic Marketing at Cranfield School of Management in Bedfordshire, England. His consulting clients include British Telecom, AT&T, Honeywell and the British Yellow Pages.
He consults to leading companies in many countries. He has written numerous articles, book chapters and books.
Nigel F Piercy is Professor of Strategic Marketing at Cranfield School of Management in Bedfordshire, England. His consulting clients include British Telecom, AT&T, Honeywell and the British Yellow Pages.