Vous voulez être sûr que vos cadeaux seront sous le sapin de Noël à temps? Nos magasins vous accueillent à bras ouverts. La plupart de nos magasins sont ouverts également les dimanches, vous pouvez vérifier les heures d'ouvertures sur notre site.
- Retrait gratuit dans votre magasin Club
- 7.000.000 titres dans notre catalogue
- Payer en toute sécurité
- Toujours un magasin près de chez vous
Vous voulez être sûr que vos cadeaux seront sous le sapin de Noël à temps? Nos magasins vous accueillent à bras ouverts. La plupart de nos magasins sont ouverts également les dimanches, vous pouvez vérifier les heures d'ouvertures sur notre site.
- Retrait gratuit dans votre magasin Club
- 7.000.0000 titres dans notre catalogue
- Payer en toute sécurité
- Toujours un magasin près de chez vous
Total Integrated Marketing
Breaking the Bounds of the Function
Noel Capon, James Hulbert, Nigel F Piercy
Livre broché | Anglais
35,45 €
+ 70 points
Description
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.
Spécifications
Parties prenantes
- Auteur(s) :
- Editeur:
Contenu
- Nombre de pages :
- 368
- Langue:
- Anglais
Caractéristiques
- EAN:
- 9781439167274
- Date de parution :
- 25-03-09
- Format:
- Livre broché
- Format numérique:
- Trade paperback (VS)
- Dimensions :
- 152 mm x 229 mm
- Poids :
- 449 g
