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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, 2003
主題Business & Economics / GeneralBusiness & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / General
ISBN074944018X9780749440183
URLhttp://books.google.com.hk/books?id=uFhMlUXarEMC&hl=&source=gbs_api
EBookSAMPLE
註釋The authors argue that marketing has lost its way and that companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. They assert that the new marketplace demands integration of the firm's entire capabilities into a system which delivers exemplary customer satisfaction. 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, they say, which ensures that everyone in the organization has one paramount goal to get and keep customers, can success be achieved. They provide marketing tips and innovations that readers can adapt to their own businesses and revealing cases which lift the lid on good and bad practice around the world.