- Shopping Bag ( 0 items )
From the PublisherRobert Shulman CEO of Markitecture Until now, Integrated Marketing has been just a buzzword that held promise but no substance. Total Integrated Marketing changes that forever, truly connecting key business functions with marketing. Its impact could change the way we do business.
R. Gary Bridge, Ph.D. Former IBM Vice President, Worldwide Marketing Management and Market Intelligence In theory, we have all of the ingredients for success — solid offerings, talented people with specialized skills, lean supply chains, efficient production operations, and a good brand. But it may not come together as smoothly as we would like, and competitors win far too often, because the parts are not integrated sufficiently to deliver competitive customer value. This book is an elegant demonstration of the power of modern marketing concepts to galvanize organizations around a single shared focus — serving customers profitably.
Tim Ambler Senior Fellow, London Business School Marketing needs remarketing to executives, and this is the book to do it. The authors, seriously experienced in top-level executive education, empathize with what managers know and need. Brand-new material is skillfully interwoven with a multitude of examples and the best fundamentals. The material on brands is of the utmost importance for companies in all sectors.
Nigel Stapleton Chairman, Uniq PLC Very stimulating!
Tom Nagle, CEO, Strategic Pricing Group, Inc., and author of The Strategy and Tactics of Pricing Total Integrated Marketing is a wake-up call for those marketers who create brilliant strategies that fail when they "throw them over the wall." This book is a blueprint for breaking down that wall to integrate the concept of customer satisfaction with its actual delivery. Hulbert, Capon, and Piercy show how to transform marketing from a staff function to a leadership function — to the benefit of both the company and its customers.
E. Dean Butler, founding entrepreneur, Lens Crafters in the USA and Vision Express in Europe, Asia, and South America Finally, a marketing book by people who understand that effective marketing is far more than good advertising. It demands integration of a well-thought-out marketing strategy into everything a business does — including staff attitudes, the look and feel of invoices, the handling of customer complaints, packaging, product labels and instructions — literally everything that touches customers. This book fills a long empty gap in marketing literature.
Sir C. K. Chow Chief Executive Officer, Brambles Industries All things begin with the customer. If companies don't please their customers, they cannot generate income or satisfy their shareholders. This book compellingly argues that customer focus and marketing concepts must be integral to any successful business transformation. Inspiring examples and practical suggestions will help create corporate winners.