The Marketing Director's Handbook: The Definitive Guide to Superior Marketing for Business and Boardroom Success - Hardcover

Arnold, Tim; Tomlinson, Guy

Hardcover

ISBN 10: 0955886007 ISBN 13: 9780955886003

Publisher: The Marketing Directors Ltd, 2008

Synopsis

"The Marketing Director's Handbook" is the definitive practical guide for anyone managing or aspiring to manage a marketing function at board level. In a single reference source it contains practical advice, ideas, arguments, tools and strategies to enhance the profitable growth and value of your organisation. The book is structured to help the reader lead a marketing department, undertake key marketing activities and solve marketing problems. It contains a comprehensive range of simple tools and models reflecting best market-place practices to help structure and enhance your thinking. It is concise, jargon free and easy-to-read, use and digest. Anecdotes and visuals breathe life into learning points. Chapters are usefully labeled by the type of activity they'll help readers to undertake including marketing strategy, product, communication and brand development, structuring the function, team motivation and development, managing market research, the board, agencies, and more. It is jam-packed with best practice insights and ideas. Unconventionally, it focuses on practical learning points and not a compendium of case studies. Keep the book by your side.

About this title

About the Author

Tim Arnold Following a grammar school eduction,Tim joined Unilever and as part of their management training studied for the Diploma in Marketing. He then joined Wasy Campbell Ewald (part of the Interpublic group) and soon joined the Board as head of the below the line group. For nearly twenty years Tim ran an independent marketing services agency and helped start and head up the Institute of Sales Promotion. The decade has seen Tim being a marketing director for a portfolio of companies in B2B and B2C from electrical wholesalers, software to bakers of the best Cornish pasties in the world.
Guy Tomlinson After finishing his degree in Chemistry, Guy gained a classical consumer goods marketing training with Boots and Procter & Gamble. He has been a marketing director and business planning manager for ten years and a marketing consultant for fifteeen years. Mainly working for blue-chip organisations PriceWaterhouseCoopers, Reader's Digest and Omnicom. He now runs brand insight, innovation and marketing consultancy, The Marketing Directors where he specialises in consumer goods, media and services and consults for some of the world's leading brands including the BBC, Cadbury and McDonald's.

From the Back Cover

The Marketing Director's Handbook is the definitive practical guide for anyone managing or aspiring to manage a marketing function at board level. It is truly unique:

• In a single reference source it contains practical advice, ideas, arguments and strategies to enhance the profitable growth and value of your organisation
• Structured to help you lead a marketing department, undertake key marketing activities and solve marketing problems
• Contains a comprehensive range of tools and models reflecting best market-place practices to help structure and enhance your thinking
• Concise, jargon free and easy-to-read, use and digest. Anecdotes and visuals breathe life into practical learning points. Chapters are usefully labelled by the type of job/activity that they'll help readers to undertake
• Jam-packed with best practice insights and ideas. Unconventionally, it focuses on practical learning points and not a compendium of case studies

Today's marketing director needs to be informed, analytical, creative and inspirational ... and successful - fast. This book provides an ongoing guide to succeeding in the toghest job in business. Don't leave your desk without it Hugh Burkitt, Chief Executive, The Marketing Society

From the Inside Flap

This book is structured in a way that helps the reader run a marketing department, undertake key marketing activities or tasks and solve problems. it is designed to be easy-to-read and use, picked up or put down as needed or read from beginning to end. It contains a comprehensive range of tools and best practice insights and ideas to help structure and enhance the quality of marketing thinking. It comprises four parts:
Part 1 Marketing Essentials Provides insights and ideas to help you get to grips with your role and make a positive first impression.
Part 3 Operational Leadership Provides insights and ideas to help manage your team and work wth boardroom colleagues, suppliers and agencies. Covers the key tasks you are likely to undertake on a day-to-day basis.
Part 4 Major Project Planner Provides insights and ideas to deal with a range of possible challenges.

Edition details

• Publisher: The Marketing Directors Ltd
• Publication date: 2008
• Language: English
• ISBN 10: 0955886007
• ISBN 13: 9780955886003
• Binding: Hardcover
• Number of pages: 416