دانلود کتاب Marketing excellence: winning companies reveal the secrets of their success

فهرست مطالب :

Cover......Page 5
Contents......Page 7
Foreword......Page 9
Introduction: so what’s the big idea?......Page 11
Acknowledgements......Page 13
About the authors......Page 15
1: Marketing measurement excellence......Page 17
2: Customer insight......Page 27
3: Launching new brands......Page 45
4: Brand extension......Page 89
5: Brand revitalisation......Page 109
6: Sustaining the brand promise......Page 171
7: Marketing communications: getting the message across......Page 207
8: Creating loyal relationships......Page 257
9: Crossing borders: international brand development......Page 279
10: Internal marketing: engaging employees......Page 311
11: Developing marketing capabilities......Page 331
12: Doing well by doing good......Page 351
Appendix......Page 373
Index......Page 375