Marketing Revolution The Radical New Way To Transforming The Business, The Brand & The Bottom Line

Marketing Revolution The Radical New Approach to Transforming the Business, the Brand and the Bottom Line Paul R Gamble, Alan Tapp, Anthony Marsella and Merlin Stone FRONT FLAP: How is the marketing process managed in companies across the world? And how can it be improved? Marketing Revolution answers these questions and more by drawing on international research and analysis from leading consultants, academics and practitioners, and from the authors' insight into the revolutionary marketing practices of the global giant, IBM. This compelling book encourages managers to think about their marketing environment in a totally new and revolutionary way and shows readers how to transform their marketing techniques. Marketing Revolution includes: international case studies and practical advice; radical new business tools designed to deliver real value; advice on how to re-architect, re-engineer or even totally rebuild the marketing structure; guidelines to increase business revenue, whether through efficiency, effectiveness, acceleration or quality. Marketing Revolution is a must-read for all those who want to revolutionize their marketing practices. REAR COVER: "Businesses need to rapidly adopt new methods and tools if they are to achieve the transformational change in marketing effectiveness they so desperately need. This book provides an excellent introduction to the subject." Nigel Howlett, Executive Vice President, OgilvyOne Worldwide "Marketing isn't working. This book sets out the compelling case for better, faster, more distinctive and more integrated marketing processes. Emerging concepts, such as managing each customer's lifetime journey, and developing a smart and agile dialogue with selected customers, are succinctly presented here. The approach may indeed be revolutionary; so too are the rewards." Matthew Banks, Senior Director, Marketing Solutions, Siebel Systems "Marketing Revolution provides a comprehensive exploration of the major issues affecting the marketing profession, and points the way to more effective and rewarding marketing through greater integration and 'sense and respond' marketing. Those serious about marketing would do well to read it." Christine Cryne, Chief Executive, The Chartered Institute of Marketing "Direct and powerful, Marketing Revolution explores how industry leaders are facilitating change in their businesses through new enterprise marketing approaches." Karen Richardson, CEO, Epiphany "This book is a unique opportunity for all marketers to rethink their thinking and join the new marketing game: engaging the customer!" Bernard Cova, Professor ESCP-EAP Paris, and Visiting Professor, Bocconi University, Milan "Marketing is a discipline, not a function. This book is a clarion call for those of us determined to make it part of everyday business practice." Jennifer Kirkby, Editor, Customer Management Community REAR FLAP: Paul R Gamble was Dean and Director of a graduate business school in a major BrTapp, Alan is the author of 'Marketing Revolution The Radical New Way To Transforming The Business, The Brand & The Bottom Line', published 2005 under ISBN 9780749443856 and ISBN 0749443855.