| Description |
xxiv, 226 pages : illustrations ; 24 cm |
| Contents |
Pt. I. Foundation principles and building blocks of the new marketing capability -- Ch. 1. Open your mind to the new marketing -- Ch. 2. Four principles supporting the new marketing capability -- Ch. 3. Building blocks of the new marketing capability -- Ch. 4. Translating insights into innovation for brand financial growth -- Ch. 5. Measuring consumer engagement -- Pt. II. Dispatches from the leading edge of the new marketing -- Ch. 6. Integration of technology and marketing -- Ch. 7. Open innovation and new product development through communities of practice -- Ch. 8. Brand building through global brand growth -- Ch. 9. Growth through brand portfolio and risk management -- Ch. 10. Insights-led brand building in technology -- Ch. 11. Marketing knowledge centers -- Ch. 12. The new CMO -- Pt. III. How to get it done -- Ch. 13. Managing information -- Ch. 14. Metrics and building the culture of accountability |
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Ch. 15. Communities of practice for consumer connection and open innovation -- Ch. 16. Empowering change from the top down |
| Summary |
"Today, marketing has clear marching orders: Drive profitable growth, and build brand equity that translates into real stockholder value. In this book, Hunter Hastings introduces the tools and techniques to help you deliver on these commitments." "You'll find guidance on topics ranging from product development and brand portfolio management to accountability. Along the way, Hastings shows how to rethink and optimize your entire approach to marketing: processes, organization, technology, metrics, leadership... everything!"--BOOK JACKET |
| Notes |
Includes index |
| Subject |
Branding (Marketing)
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Information technology.
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Internet marketing.
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Marketing -- Management.
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| LC no. |
2007018533 |
| ISBN |
0132331594 (hardback : alk. paper) |
|
9780132331593 (hardback : alk. paper) |
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