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Marketing Excellence 3

Case Studies

View this collection of case studies from the winners of The Marketing Society's Excellence Awards for expert insight into what great marketing looks like from a variety of brands.

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EAN: 9780749474386
278 pages

About the book

These case studies from Marketing Excellence 3 showcase 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. Each of the 30 case studies features an award winner from 2012 to 2014 who employed strategies, tactics, tools and techniques worthy of recognition. As such, the case studies are ideal reading for both marketers and students looking to be inspired by the very best in marketing campaigns.

The available case studies and related themes are as follows:

Mercedes-Benz (Finding Consumer Insight)
Macmillan (Finding Consumer Insight)
O2 (Connecting with Customers)
Notcutts (Connecting with Customers)
EasyJet (Connecting with Customers)
Aviva (Connecting with Customers)
McDonald's (Communicating Brilliantly)
John Lewis (Communicating Brilliantly)
Sainsbury's (Communicating Brilliantly)
MINI (Communicating Brilliantly)
Galaxy (Communicating Brilliantly)
Burton's Biscuit Company (Mobilising the Organisation)
PwC (Mobilising the Organisation)
AMVBBDO (Mobilising the Organisation)
McLaren (Building Powerful New Brands)
Jack Daniel's Tennessee Honey (Building Powerful New Brands)
BT Sport (Building Powerful New Brands)
Hailo (Building Powerful New Brands)
The Famous Grouse (Building Global Brands)
Axe (Building Global Brands)
Foster's (Re-energising Long Established Brands)
British Airways (Re-energising Long Established Brands)
National Lottery (Re-energising Long Established Brands)
Jaguar (Re-energising Long Established Brands)
Unilever Small Cans (Marketing Sustainability)
The Fairtrade Foundation (Marketing Sustainability)
British Gas (Marketing Sustainability)
Sainsbury's and Channel 4 (Marketing to Make a Difference)
Paddy Power (Marketing to Make a Difference)
Depaul (Marketing to Make a Difference)

About the authors

Hugh Burkitt

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.

More about Hugh Burkitt

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