A groundbreaking guide to increasing sales and profits by
reestablishing the primacy of marketing, from three leading
experts.
Why are some companies able to focus on the important points,
while others fight internal battles, obsess over trivia, and let
opportunities pass them by? According to Hulbert, Capon, and
Piercy, when companies succeed it is often because every single
person in every department -- from Sales to Human Resources to
Finance -- has one paramount goal: to win and keep customers. Many
of today's companies, however, have not heeded this crucial
message. When they falter, it is often due to the fact that
different departments report to different executives: then
short-term goals like sales drive out the long-term necessity of
marketing. Despite lip service to the contrary, the marketing
departments of most companies often fail to reach their most
important customers. Drawing on their combined experience of
three-quarters of a century advising corporations, Hulbert, Capon,
and Piercy argue that marketing must be dragged out of the
marketing department. Indeed, it must become the top priority of
the CEO, who automatically sets the tone for the entire
company.
The solution, the authors demonstrate, is to integrate the
marketing imperative into every function of a corporation: finance,
operations, sales, R&D, customer service, and human resources.
This total marketing strategy has proven hugely successful for
companies such as Intel, Canadian Pacific Hotels, Safeway, and
Toyota.
"Total Integrated Marketing" provides an essential framework for
designing and managing change so that companies can outperform
their rivals. Containing a wealth of marketing tips and innovations
easily adapted to any business, this is essential reading for all
managers concerned about the future of their companies.
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