The Marketing Manifesto

1. Auflage 2013
ISBN: 978-0-7494-6852-1
Verlag: Kogan Page

Buch, Englisch, 216 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 336 g

Marketing is key to the health and wealth of organizations and a vital component in business strategy. Despite the fact that it produces three times more value than any other facet of a business, and continual major improvements in its evolution as a profession, marketing and marketers are often undervalued as part of the business and under-exploited as a force for profit. It is time marketing - and the Marketer - became critical.

The Marketing Manifesto tackles and exposes the problems that stand in the way of many marketers that realize marketing's prime objective and role - to improve and sustain revenue whilst improving the lives of the customer. Outlining unique steps to create and deliver a successful marketing strategy in any organization and to improve your own a personal impact as a marketer - The Marketing Manifesto is an innovative and highly practical title that crystallizes how professional marketers can create a goal-oriented personal and company strategy, and achieve the competitive advantage through correct marketing practice.

Autoren/Hrsg.

Hood, David James

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 00: Introduction; Chapter - 01: The future of marketing; Chapter - 02: What the hell is a marketer?; Chapter - 03: Marketing Futurecast®; Chapter - 04: Marketing recruitment and resourcing; Chapter - 05: Marketing, finance and accountants unite!; Chapter - 06: Are we really customer or market centric?; Chapter - 07: Marketing misanthropy; Chapter - 08: The problem with marketing. is the repugnant word!; Chapter - 09: The marketing and sales standards; Chapter - 10: Re-humanization: humanity strikes back!; Chapter - 11: Digital fortress: permission-based marketing; Chapter - 12: Preparing, predicting and performing campaigns; Chapter - 13: Integrating marketing into an invigorated corporate governance; Chapter - 14: Corporate mergers, acquisitions and turnarounds (CMAT): where the hell is marketing?; Chapter - 15: Marketing leadership: it is time to step up to the mark

Über Autor(innen)

Hood, David James
David James Hood is a specialist in competitiveness and proposition / revenue improvement and was an early innovator in modern digital and technology-led marketing. He has served on the UK's Marketing and Sales Standards Setting Body and the manufacturing trade body Competitive Scotland.

David Hood is Co-Director of the 'Competitive SME' mission, Director of the Global Marketing Network's Online Community and serves on its Advisory Panel, and is the Commercial Director for Aqua Energy Scotland. He is also a Guest Lecturer at the University of Glasgow, and has previously held the role of Chair of the Chartered Institute of Marketing's technology group.

David James Hood is a specialist in competitiveness and proposition / revenue improvement and was an early innovator in modern digital and technology-led marketing. He has served on the UK's Marketing and Sales Standards Setting Body and the manufacturing trade body competitiveScotland. Director of the Global Marketing Network's Online Community, heading up CPD development and serves on its Advisory Panel. He is Co-Director of the 'Competitive SME' mission to improve marketing in small businesses and is Marketing Director for Aqua Energy Scotland. He is also a Guest Lecturer at the University of Glasgow, and has previously held the role of Chair of the Chartered Institute of Marketing's technology group.