Added Value

2003. Auflage 2003
ISBN: 978-1-349-50911-9
Verlag: Springer Nature Singapore

Buch, Englisch, 208 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 336 g

This book is based upon the operating system of the company, Added Value, founded by the author, and now one of the world's largest marketing and branding consultancies. Two-thirds of the value of most companies is based on the intangible value of businesses including reputation, goodwill and know how. It is by marketing that reputation can be created and enhanced thus unlocking brand growth. With the use of many examples and case studies the author shows how the five I's process - Insight, Ideas, Innovation, Impact and Investment Return - can be used to create top-line demand-led growth and the tools and techniques available to achieve this. This is a unique approach with proven success.

Zielgruppe

Research

Autoren/Hrsg.

Sherrington, M.

Inhaltsverzeichnis

Prologue Insight Ideas Innovation Impact Investment Return Style

Über Autor(innen)

MARK SHERRINGTON began his career at Unilever where he ran many of the biggest household brands, including Persil, and went on to become a Marketing Director and global category manager. In 1988 he founded Added Value, the leading marketing consultancy, which by 2001 employed 400 people in eight countries around the world with a fee income of $75 million. He is now Global Marketing Director at SABMiller plc.