Marketing Revolution: The Radical New Approach to Transforming the Business the Brand and the Bottom Line

Gamble, Paul; Tapp, Alan; Marsella, Anthony; Stone, Merlin

ISBN 10: 0749449802 / ISBN 13: 9780749449803

Published by Kogan Page, 2007

About this Item

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Seller Inventory # 9780749449803_3908_X5

Bibliographic Details

• Title: Marketing Revolution: The Radical New Approach to Transforming the Business the Brand and the Bottom Line
• Publisher: Kogan Page
• Publication Date: 2007
• Language: English
• ISBN 10: 0749449802
• ISBN 13: 9780749449803
• Binding: Soft cover
• Condition: fine

About this title

Synopsis

How is the marketing process managed in companies across the world? And how can it be improved? Marketing Revolution answers these questions by drawing on international research and analysis from leading consultants, academics and practictioners, and from the authors' insight into the revolutionary marketing practices of IBM. This book encourages managers to think about their marketing environment in a new way and shows readers how to transform their marketing techniques. Marketing Revolution includes radical business tools designed to deliver real value, advice on how to re-structure or even totally rebuild the marketing capability, and guidelines to increase business revenue.

About the Authors

Paul Gamble runs his own consulting firm in the areas of international relationship marketing, information services strategy, and knowledge management. He has also written Up Close and Personal? and Knowledge Management.

Dr. Alan Tapp is Senior Lecturer in Marketing at the Bristol Business School. He worked for many years in industry before moving into academic life.

Dr. Anthony Marsella was Senior Manager of Marketing and Strategy at IBM. He is now Chief Marketing Officer at Samsung Electronics UK.

Professor Stone is the author of 30 + books on marketing and customer service, and is Visiting Professor at several UK universities.