Marketing Excellence

Foreword

Introduction: So What's the Big Idea?

Acknowledgements

About the Authors

1 Marketing Measurement Excellence

2 Customer Insight

3 Launching New Brands

4 Brand Extension

5 Brand Revitalisation

6 Sustaining the Brand Promise

7 Marketing Communications: Getting the Message Across

8 Creating Loyal Relationships

9 Crossing Borders: International Brand Development

10 Internal Marketing: Engaging Employees

11 Developing Marketing Capabilities

12 Doing Well by Doing Good

Appendix

Index

HUGH BURKITT is Chief Executive of the Marketing Society, which is the leading network for senior marketers in the UK. At the Society he was responsible for the launch of the Society's Manifesto for Marketing, introduced the Marketing Leaders Programme for potential marketing directors and established the Panoramic Group, which has created a new forum where all the UK's marketing organisations have agreed to work together to promote marketing.
He is a council member of the Advertising Association, and has also served on the ASA Council, the IPA Council and the Complaints Panel of the Portman Group.
In February 2005 he completed a walk up Kilimanjaro to raise money for VSO projects in Tanzania - where he had been a volunteer teacher nearly forty years earlier.
 

 
JOHN ZEALLEY is the Managing Partner of Accenture's European Consumer Goods & Services practice, where he works with senior executives of leading companies on multinational growth and business reorganization programmes.
As a consultant, initially with McKinsey & Co and latterly with Accenture, John has worked with consumer based businesses in such diverse sectors as financial services, food and drink, grocery and general retailing, leisure and healthcare and in markets across Europe, Africa, Asia Pacific and North America.
John is a Fellow of the Marketing Society and sits on the Editorial Board of Market Leader, the Society's quarterly journal. He is a Liveryman of the Worshipful Company of Marketors.
In addition, he uses his marketing skills with a number of not-for-profit organisations, including Cancer Research UK, The Royal Shakespeare Company and the Institute for Citizenship.

"...by examining the excellence of others we can all improve our own efforts."(The Marketer, February 2007)

"...by examining the excellence of others we can all improve our own efforts."
(The Marketer, February 2007)
 
"...certainly worth reading, especially for brand or marketing directors who need inspiration and want to know the stories behind certain companies' successes." (Brand Strategy, May 2007)