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Based on their combined experience of over half a century of advising companies, the authors argue that marketing has lost its way. Companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. Success in the new marketplace demands integration of the firm's entire set of capabilities into a seamless system that delivers exemplary customer satisfaction, if not delight. Integrating marketing is imperative, from the top down, and with every major function: finance, operations, sales, R&D, customer service and HR. Only by creating 'Total Integrated Marketing', ensuring that everyone in the organization has one paramount goal to get and keep customers can success be achieved. The authors provide a wealth of marketing tips and innovations that readers can easily adapt to their own businesses and revealing cases that lift the lid on good and bad practice around the world.

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Book Details

ISBN: 9780749444556
ISBN-10: 074944455X
Format: Paperback
(229mm x 145mm x 26mm)
Pages: 368
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Aug-2005
Country of Publication: United Kingdom

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Author Biography - James Mac Hulbert

James Mac Hulbert is the R.C. Kopf Professor of Marketing at Columbia Business School and a consultant to major corporations around the world. Noel Capon is Chair of Marketing at Columbia Business School and consults for leading companies around the world. Nigel F. Piercy is Professor in Marketing at Warwick Business School whose consulting clients include British Telecom, Allied Dunbar, AT&T, Honeywell, AIB Group, Amey and Yellow Pages. The authors have taught at universities all over the world and all are prolific authors.