Autorentext

Guy Tomlinson Guy runs brand insight, innovation and marketing consultancy, The Marketing Directors where he specialises in consumer goods, media and services and consults for many world leading brands including the BBC, Cadbury and McDonald's. After finishing his degree in Chemistry, Guy gained a classical consumer goods marketing training with Boots and Procter & Gamble. He has since worked for many other blue-chip organisations including PricewaterhouseCoopers, Reader's Digest and New Solutions. He has been a marketing director and business planning manager for ten years and a marketing consultant for fifteen years. Tim Arnold Following a grammar school education, Tim joined Unilever and as part of their management training studied for the Diploma in Marketing. He then joined Wasey Campbell Ewald (part of the Interpublic Group) and soon joined the Board as head of the below the line group. For nearly twenty years Tim ran an independent marketing services agency group as well as helped start and head up The Institute of Sales Promotion. The last decade has seen Tim being a marketing director for a portfolio companies in b2b and b2c from electrical wholesalers, software to the baker of the best Cornish pasties in the world!

Klappentext

A unique and practical guide for those who manage or aspire to manage a marketing function at board level. Contains practical advice, ideas, arguments, tools and strategies to enhance the profitable growth and value of your organisation. Covers the marketing technical and management aspects of the role.

Inhalt
Part 1 Marketing Essentials; How the Marketing function fits into the business or organisation; 1. Starting Out; 2. The Role of Marketing in the Wider Business; Part 2 The Marketing Year; How to plan your marketing year; 3. Strategy Development; 4. Competitive Analysis; 5. Setting Objectives and Measuring Marketing Performance; 6. Customer Strategy; 7. Product Strategy; 8. From Strategy to Delivery; 9. Financial Management and Pricing; 10. Structuring the Function; Part 3 Operational Leadership; How to manage your department, colleagues and the many suppliers & agencies as part of your planning activity; 11. Day to Day Management; 12. Team Motivation and Development; 13. Managing the Board and Business as a Whole; 14. Managing Market or Customer Research; 15. Managing Agencies; 16. Brand Management and Positioning; 17. Optimising Customer Communications; 18. Customer Relationship Management (CRM) and Database Marketing; 19. Customer Channel Management; Part 4 Major Project Planner; How to manage key projects and address some of the challenges that you may only encounter on an ad hoc basis; 20. Leading Projects; 21. Creativity and Problem Solving; 22. Restoring Growth; 23. New Product and Service Development; 24. Marketing and Digital Technology; 25. Mergers and Acquisitions; 26. Rationalisation or Downsizing; 27. Culture Change and Brand Delivery; 28. Crisis Planning and Management; 29. Communicating with Other Audiences; 30. Marketing and the Law.