Description - Total Integrated Marketing by James Mac Hulbert
Based on their combined experience of over half a century, the authors argue that marketing has lost its way. Companies cannot win in today's highly competitive markets by leaving marketing solely to the marketing department. The authors contend that integrating marketing with every major function: finance, operations, sales, R&D, customer service and HR, is imperative. 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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(229mm x 145mm x 26mm)
Kogan Page Ltd
Publisher: Kogan Page Ltd
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Book Reviews - Total Integrated Marketing by James Mac Hulbert
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.