- Demonstrates how well-planned, precise marketing delivers real business results
- Inspires marketers to better connect and communicate with customers, re-energise long-established brands and more
- Takes examples from a variety of brands
Marketing Excellence 3
Award-winning Companies Reveal the Secrets of Their Success
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.
Key features at a glance
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EAN: 9780749473792
Published:
Format: 240x166 Epub
280 pages
About the book
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.
About the authors
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.
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.
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