Total Integrated Marketing
Breaking the Bounds of the Function
(Sprache: Englisch)
Companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. Success in the new marketplace demands integration of the firm's entire set of capabilities into a seamless system that delivers exemplary...
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Companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. Success in the new marketplace demands integration of the firm's entire set of capabilities into a seamless system that delivers exemplary customer satisfaction, if not delight. The authors argue that marketing has lost its way.
Inhaltsverzeichnis zu „Total Integrated Marketing “
why total integrated marketing?; the strategic marketing process; marketing stewardship; marketing and finance/accounting; marketing and sales; marketing and r marketing and customer service; marketing and human resources.
Autoren-Porträt von James Machubert, Noel Capon, Nigel F. Piercy
james mac hulbert is the r.c. kopf professor of marketing at columbia business school and a consultant to major corporations around the world. noel capon is chair of marketing at columbia business school and consults for leading companies around the world. nigel f. piercy is professor in marketing at warwick business school whose consulting clients include british telecom, allied dunbar, at&t, honeywell, aib group, amey and yellow pages. the authors have taught at universities all over the world and all are prolific authors.
Bibliographische Angaben
- Autoren: James Machubert , Noel Capon , Nigel F. Piercy
- 2005, 368 Seiten, Maße: 14,5 x 23 cm, Gebunden, Englisch
- Verlag: Kogan Page
- ISBN-10: 074944455X
- ISBN-13: 9780749444556
Sprache:
Englisch
Rezension zu „Total Integrated Marketing “
"Fills a long empty gap within the marketing literature." - E.Dean Butler, Founding Entrepreneur, Lens Crafters and Vision Express; "Brand new material is skillfully interwoven with a multitude of examples and the best of fundamentals." - Tim Ambler, Senior Fellow, London Business School"
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