Gain insight into the prestigious Marketing Excellence Awards and what great marketing looks like across a variety of brands with case studies and expert commentary.
Marketing Excellence 3 showcases the strongest case studies - all winners - from The Marketing Society's Excellence Awards to celebrate and promote the contribution that great marketing makes to the commercial success of a business. The compilation includes a selection of 30 award winners from 2012 to 2014 who have employed different strategies, tactics, tools and techniques all worthy of recognition. The book features world-leading consumer products, retail, fast food, consultancy, charity and telecoms brands such as easyJet, Hailo, McDonald's, Mercedes-Benz, Unilever, Macmillan, O2, PwC, Jack Daniel's and John Lewis.
Each chapter of Marketing Excellence 3 is organised by theme and introduced by a judge who then presents the case studies in detail, providing thought-provoking answers to questions such as 'How do you find great customer insights?', 'What are the key principles that lie behind effective communications?', 'How do you create a marketing ethos that will mobilise your organisation?', 'What makes a new brand stand out and succeed?' and 'How do you keep customers loyal?' As such, it is an ideal book for marketers and students looking to be inspired by the very best in marketing campaigns.
I highly recommend Marketing Excellence 3. It considers all the key aspects of marketing from 'connecting with customers' through to 'marketing sustainability' and provides a comprehensive look at how well-planned, precise marketing delivers real business results.
Professor Vince Mitchell, Cass Business School London
This book is a must-read for marketers at any level. Its 30 different case studies offer a fascinating inside view of how great marketing has worked for a broad scope of brands. Together they demonstrate why marketing excellence is integral to every organisation's success.
Gavin Patterson, Chief Executive BT Group
If you think you know all about marketing, think again. Marketing Excellence provides an authoritative insight into best-practice marketing from some of the world's leading brands and is the go-to reference book for everyone operating in the marketing and communications industry.
James Murphy, CEO, adam&eveDDB
Hugh Burkitt is Chief Executive of The Marketing Society, where he has been responsible for introducing the Manifesto for Marketing, and the Marketing Leaders Programme for aspiring marketing directors. He began his own marketing career as a Unilever trainee at Birds Eye Foods and progressed via the Manchester Business School into advertising, founding the agency Burkitt Weinreich Bryant, and leaving as Chairman of Burkitt DDB. He is a trustee of Barnardo's and the Academy of Ancient Music.