Marketing Revolution
Based on marketing practices of IBM, Marketing Revolution examines a revolutionary approach to strategic planning, segmentation and customer relationship management.
How is the marketing process managed in companies across the world? And how can it be improved? Marketing Revolution answers these questions and more, by drawing on international research and analysis from leading consultants, academics and practitioners, and from the authors’ insight into the revolutionary marketing practices of the global giant, IBM.
This compelling book encourages managers to think about their marketing environment in a totally new and revolutionary way and shows readers how to transform their marketing techniques. Marketing Revolution includes radical new business tools designed to deliver real value, advice on how to re-structure or even totally rebuild the marketing capability and guidelines to increase business revenue.
Marketing Revolution is a must read for anyone wanting to revolutionize their market practices.
REVIEWS :“Explores a groundbreaking marketing approach based on IBM’s own
marketing transformation. Endorsed by both IBM and the Chartered
Institute of Marketing, Paul R Gamble, Alan Tapp, Anthony Marsella and
Merlin Stone explore the radical new approach to transforming a
business, the brand and the bottom line.”
www.brandrepublic.co.uk
“Marketing Revolution takes a step back and looks at the shifting
reasons for the increasing complexity of marketing and why it is not
held in particularly high regard. The authors put forward a compelling
case for ‘sense and respond’ marketing, and set out how this can be
implemented.”
The Marketer
“The most important contribution of this book is to remind us that
marketing is not a department but a central, if not the central,
function of management.”
Marketing
“Written by acknowledged experts in the field of CRM, strategic
marketing and segmentation, Marketing Revolution is an invaluable
addition to the existing literature.”
CIM Hot Marketing
Paperback, 320 Pages, Dimensions 234 x 153 MM Language English.
Paul R Gamble is the Professor of European Management at the University of Surrey, UK. He is also Director of the Surrey European Management School (SEMS) the University's graduate business school. During his 25-year marketing career, he has written over 150 papers and published several books. In recent years, he has worked on several major relationship marketing projects for leading corporations in Europe and the USA.
Dr Alan Tapp is Reader and Research Unit Director in Marketing at Bristol Business School. He worked for many years in the industry, including at BT, before moving into academic life. He is a leading authority in direct marketing, sports marketing and segmentation, with three books and over 50 publications to his name.
Dr Anthony Marsella has been a leading marketing professional for over 18 years. He has worked internationally enabling companies to develop and deliver marketing strategy, programmes and CRM technologies.
Professor Merlin Stone is one of the UK’s top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management.
He is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Up Close and Personal – CRM @ Work, Customer Relationship Marketing, Successful Customer Relationship Marketing, CRM in Financial Services, Key Account Management in Financial Services, The Customer Management Scorecard, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK’s Chartered Institute of Marketing listed him in 2003 as one of the world’s top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK’s Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications.
He has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others.