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.
The highly acclaimed and only practical guide to being a marketing director.
Guy Tomlinson Guy runs research and strategic marketing consultancy, The Marketing Directors where 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. He is also a Course Director for the Chartered Institute of Marketing. 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!
"This book provides a guide to succeeding in the toughest job in business. Don't leave your desk without it." Hugh Burkitt, CEO, The Marketing Society. "I devoured it in 24 hours - it is a great read." Gordon Donkin, Chartered Institute of Marketing. "A substantial and impressive reference book and at GBP49.99 delivers excellent value" Anne Ward, AQR In Brief
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