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Marketing Revolution: The Radical New Approach to Transforming the Business, the |
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Marketing Revolution: The Radical New Approach to Transforming the Business, the |
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基本信息·出版社：Kogan Page
·页码：308 页
·出版日期：2007年07月
·ISBN：0749449802
·条形码：9780749449803
·装帧：平装
·正文语种：英语
内容简介 How is the marketing process managed in companies across the world? And how can it be improved? Marketing Revolution answers these questions by drawing on international research and analysis from leading consultants, academics and practictioners, and from the authors' insight into the revolutionary marketing practices of IBM. This book encourages managers to think about their marketing environment in a new way and shows readers how to transform their marketing techniques. Marketing Revolution includes radical 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.
作者简介 Paul Gamble runs his own consultancy in the areas of international relationship marketing, information services strategy and knowledge management. He has also written Up Close and Personal? and Knowledge Management for Kogan Page as well as over 150 papers. Dr Alan Tapp is Senior Lecturer in Marketing, Bristol Business School. He worked for many years in industry, including at BT, before moving into academic life. Dr Anthony Marsella was Senior Manager, Strategic Marketing & BCS CRM Marketing Leader - IBM Europe, Middle East, Africa. He is now Chief Marketing Officer at Samsung Electronics UK Professor Merlin Stone is a director of QCi Ltd, The Database Group Ltd, The Halo Works Ltd and NowellStone Ltd. He is a leading consultant and lecturer on marketing and customer management. He has written several other books for Kogan Page, including Successful CRM and Up Close and Personal?
媒体推荐 "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"
编辑推荐 “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
