Marketing Excellence: Winning Companies Reveal the Secrets of Their Success

Introduction: So What’s the Big Idea?

Acknowledgements.

About the Authors.

1 Marketing Measurement Excellence.

2 Customer Insight.

3 Launching New Brands.

4 Brand Extension.

5 Brand Revitalisation.

6 Sustaining the Brand Promise.

7 Marketing Communications: Getting the Message Across.

8 Creating Loyal Relationships.

9 Crossing Borders: International Brand Development.

10 Internal Marketing: Engaging Employees.

11 Developing Marketing Capabilities.

12 Doing Well by Doing Good.

Appendix.

Index.