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Published in Association with IBM Cluster Sheet: Marketing Revolution: The Radical New Approach to Transforming the Business the Brand and the Bottom Line: 5 (Chartered Institute of Marketing)

Published in Association with IBM Cluster Sheet: Marketing Revolution: The Radical New Approach to Transforming the Business the Brand and the Bottom Line: 5 (Chartered Institute of Marketing)

by Merlin Stone (Author), PaulRGamble (Author), Anthony Marsella (Author), Alan Tapp (Author)

  • Used

    Hardcover 2005

    $6.91
Synopsis

Marketing Revolution is based on the experience of IBM and its leading business partners - particularly software suppliers and marketing communications suppliers - in transforming themselves and their clients' marketing. The writers, consultants, academics and practitioners have drawn on recent research by IBM and analysts: how is the marketing function managed in companies all over the world, and how can it be improved? The book shows senior marketing managers, those who advise them and those who study advanced marketing, how marketing can be greatly improved by taking a radical rather than an incremental approach to planning and implementing marketing. Marketing Transformation (MT) is the process by which companies completely re-architect, re-engineer, or even entirely rebuild their marketing capability (structure, processes, systems, partnerships etc.) to create radically increased business value, whether through efficiency (same results at much lower cost), effectiveness (much better results at same cost), acceleration (doing things faster), quality (doing things in a more complete, integrated fashion) or some combination of all of these.

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More Information

Format: Hardcover
 Pages: 308
 Publisher: Kogan Page
Published: 03 Oct 2005
ISBN 10: 0749443855
ISBN 13: 9780749443856
Book Overview: * New business tools to transform the marketing function to deliver real value * Draws on international research and analysis from leading consultants, academics and practitioners * Based on one of IBM's Business Consulting Service's main global campaign themes * Global promotion by all IBM's business partners - WPP/Ogilvy, Siebel, Epiphany, Kana, Chordiant, SAP, Cisco * Packed with international cases, practical advice and radical new business tools * Published in association with IBM

Media Reviews
Explores a groundbreaking marketing approach based on IBM's own marketing transformation. Endorsed by both IBM and the Chartered Institute of Marketing, Paul R Gamble, Alan Tapp, Anthony Marsella and Merlin Stone explore the radical new approach to transforming a business, the brand and the bottom line. www.brandrepublic.co.uk Marketing Revolution takes a step back and looks at the shifting reasons for the increasing complexity of marketing and why it is not held in particularly high regard. The authors put forward a compelling case for 'sense and respond' marketing, and set out how this can be implemented. The Marketer The most important contribution of this book is to remind us that marketing is not a department but a central, if not the central, function of management. Marketing Written by acknowledged experts in the field of CRM, strategic marketing and segmentation, Marketing Revolution is an invaluable addition to the existing literature. CIM Hot Marketing
Author Bio
Paul Gamble runs his own consultancy working in specialist areas of international and relationship marketing, information services strategy and knowledge management. He has carried out projects worldwide. His books have been translated into many languages and he's published over 150 papers. Dr Alan Tapp is Senior Lecturer in Marketing, Bristol Business School. He worked for many years in industry, including at BT, before moving into academic life. Dr Anthony Marsella is Senior Manager, Strategic Marketing & BCS CRM Marketing Leader - IBM Europe, Middle East, Africa. Merlin Stone is IBM Professor of Relationship Marketing at Bristol Business School, UK and Business Research Leader with IBM's Business Consulting Services. He is also a director of QCi Ltd., an Ogilvy One company.