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Total Integrated Marketing
James M. HulbertNoel CaponNigel Piercy
其他書名
Breaking the Bounds of the Function
出版Kogan Page Publishers, 2005
主題Business & Economics / GeneralBusiness & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / General
ISBN074944455X9780749444556
URLhttp://books.google.com.hk/books?id=iT3sxWOjWwkC&hl=&source=gbs_api
EBookSAMPLE
註釋Based on their combined experience of over half a century of advising companies, the authors argue that marketing has lost its way. 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. Integrating marketing is imperative, from the top down, and with every major function: finance, operations, sales, R&D, customer service and HR. Only by creating Total Integrated Marketing, ensuring that everyone in the organization has one paramount goal to get and keep customers can success be achieved. The authors provide a wealth of marketing tips and innovations that readers can easily adapt to their own businesses and revealing cases that lift the lid on good and bad practice around the world.