Marketing Excellence (PDF)

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.

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