Holdings: Marketing revolution!

Marketing revolution!: the radical new approach to transforming the business, the brand & the bottom line

Saved in:

Bibliographic Details
Format:	Book
Language:	English
Published:	London u.a. Kogan Page 2005
Edition:	1. publ.
Subjects:	Marketing - Gestion Produits commerciaux - Gestion Marketing > Management Product management Marketing Marketingmanagement Produktplanung
Online Access:	Publisher description Inhaltsverzeichnis
Item Description:	Includes bibliography references (p. 300-303) and index
Physical Description:	XII, 308 S. Ill., graph. Darst. 24 cm
ISBN:	0749443855

Staff View

MARC


LEADER	00000nam a2200000zc 4500
001	BV035251697
003	DE-604
005	20090121
007	t
008	090116s2005 xxkad\|\| \|\|\|\| 00\|\|\| eng d
010			\|a 2005022212
020			\|a 0749443855 \|9 0-7494-4385-5
035			\|a (OCoLC)61200704
035			\|a (DE-599)DNB 2005022212
040			\|a DE-604 \|b ger \|e aacr
041	0		\|a eng
044			\|a xxk \|c GB
049			\|a DE-384 \|a DE-188
050		0	\|a HF5415.13
082	0		\|a 658.8
084			\|a QP 624 \|0 (DE-625)141914: \|2 rvk
245	1	0	\|a Marketing revolution! \|b the radical new approach to transforming the business, the brand & the bottom line \|c Paul R. Gamble ... [et al.]
250			\|a 1. publ.
264		1	\|a London u.a. \|b Kogan Page \|c 2005
300			\|a XII, 308 S. \|b Ill., graph. Darst. \|c 24 cm
336			\|b txt \|2 rdacontent
337			\|b n \|2 rdamedia
338			\|b nc \|2 rdacarrier
500			\|a Includes bibliography references (p. 300-303) and index
650		4	\|a Marketing - Gestion
650		4	\|a Produits commerciaux - Gestion
650		4	\|a Marketing \|x Management
650		4	\|a Product management
650	0	7	\|a Marketing \|0 (DE-588)4037589-4 \|2 gnd \|9 rswk-swf
650	0	7	\|a Marketingmanagement \|0 (DE-588)4168907-0 \|2 gnd \|9 rswk-swf
650	0	7	\|a Produktplanung \|0 (DE-588)4135135-6 \|2 gnd \|9 rswk-swf
689	0	0	\|a Marketing \|0 (DE-588)4037589-4 \|D s
689	0	1	\|a Produktplanung \|0 (DE-588)4135135-6 \|D s
689	0		\|5 DE-604
689	1	0	\|a Marketing \|0 (DE-588)4037589-4 \|D s
689	1		\|5 DE-188
689	2	0	\|a Marketingmanagement \|0 (DE-588)4168907-0 \|D s
689	2		\|5 DE-188
700	1		\|a Gamble, Paul R. \|e Sonstige \|4 oth
856	4		\|u http://www.loc.gov/catdir/enhancements/fy0715/2005022212-d.html \|3 Publisher description
856	4	2	\|m HBZ Datenaustausch \|q application/pdf \|u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017057328&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA \|3 Inhaltsverzeichnis
999			\|a oai:aleph.bib-bvb.de:BVB01-017057328

Record in the Search Index

_version_	1804138530850471936
adam_text	Contents Acknowledgements * Foreword x* Introduction 1 L Why revolutionize marketing? 4 The rise of the new customer 4; What s so different about customers now? 5; The growth of choice 6; Is the changed customer environment important? 7; Engaging the new consumer 9; Pointing the way for marketing 13; Reinventing marketing 13; The customer imperative 15; An example of responding to the new customer: the music industry 16; Marketing as a whole-company entity 17; Spreading the marketing state of mind 19 I What is marketing revolution? 25 Extreme competition 25; The end of the comfort zone 27; Measuring marketing effectiveness 30; Lef s kill customer satisfaction before it kills us 35; Sense and respond marketing 38; Taking stock of marketing 41; Five steps to aligning the marketing function with the corporate agenda 43; Managing the customer journey 45; Contents __ The beginnings of marketing revolution 47; Best practice at work 49 3 Customer insight 51 A new approach to insight 51; The customer experience 52; Designing the customer experience 55; Building the business halo 60; Customer retention and the customer experience 62; The challenge of the new consumers 64; Why are changing population demographics being ignored by marketers? 66; So, why do marketers need better customer insights? 70 4 Revolution through strategic planning 82 Enterprise as a movie studio 83; Managing relationships 84; Strategic power issues at the organizational level 85; How strategic planning adds value 91; Strategic revolution through continuous improvement 95; Summary: revolution as a journey 96 5 Revolution through segmentation 98 Why do companies find it hard to implement effective segmentation? 99; The problems with traditional segmentation 100; Being creative with segmentation 105; Value-based segmentation and channel optimization 106; Reaping the benefits of segmentation-based, multi¬ channel management 110; Time-based segmentation 112; The future of market segmentation: data fusion 118; Opportunities from improved segmentation 118 6 Revolutionizing the company by living the brand 121 Where does branding start? 122; The brand unpicked 123; The anatomy of a powerful brand 126; Brand proposition 128; Brand personality 129; Brand revolution 129; From brands as mirrors to brands as windows 130; How the (brand) world has changed 131; Customer-centric brands 135; Brands that attract post- materialistic customers 137; How to revolutionize the brand 138; Ensure employee commitment and buy-in 139; Brand benefits for employee recruitment 140; The essence of the brand 143 Contents 7 Customer relationship management 146 Marketing at the heart of the new CRM agenda 146; Definitions of customer relationship management (CRM) 148; Elements of CRM 149; The underpinning principles of CRM 151; The R in CRM: hype and reality 155; The concerns: language not substance? 156; How does CRM make money? 157; CRM can be profitable 158; CRM is thriving 161; Revolutionizing the business with CRM 163; If CRM is done right, it works 167; Putting CRM revolution into practice 170; CRM and corporate revolution 173 8 From customer insight to customer action 175 Is managing customers through marketing good for business? 175; Marketing and customer management are under the microscope 177; How to value the marketing contribution? 178; Keys to success in using insight for managing customers 179; The way forward: using insight to action the marketing mix 182; Customer insight data and marketing 183; How to turn customer insights into action 194; Marketing revolution: producing numbers that finance can accept 197 9 Creating the capability for operational analytics 199 The route to business solutions that add customer value 199; Delivering value through mass-customized marketing 201; Customer solutions 202; Implementing solutions through operational analytics 206; Customer equity and lifetime management (CELM) techniques 221; Summary 222 10 From revolutionary thinking and planning to action 224 Future marketing technologies 224; Shifting requirements 229; Developing or enhancing the technical infrastructure 232; Data-mining methodology 239; From bell curves to well curves 246; Dealing with complexity: marketing resource management 249; Summary 256 11 Revolution through people 258 Are marketers smarter than frogs? 258; The pressure to change 260; Tools and techniques 262; Diagnosing the Contents organization: a structural analysis 265; Leading revolutionary change: eight key steps 268; Lessons for marketing revolution 281 12 Case studies 282 Case study 1: Loyalty management analytics and optimization - the case of the airline frequent-flyer programme (Finnair) 282; Case study 2: The Driver Vehicle Licensing Agency - multichannel management in the public sector 293; Case study 3: Tesco - revolutionizing the business with segmentation 296 References 300 Index 304 Further reading 308
any_adam_object	1
building	Verbundindex
bvnumber	BV035251697
callnumber-first	H - Social Science
callnumber-label	HF5415
callnumber-raw	HF5415.13
callnumber-search	HF5415.13
callnumber-sort	HF 45415.13
callnumber-subject	HF - Commerce
classification_rvk	QP 624
ctrlnum	(OCoLC)61200704 (DE-599)DNB 2005022212
dewey-full	658.8
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	658 - General management
dewey-raw	658.8
dewey-search	658.8
dewey-sort	3658.8
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	1. publ.
format	Book
fullrecord	<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02023nam a2200529zc 4500</leader><controlfield tag="001">BV035251697</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20090121 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">090116s2005 xxkad\|\| \|\|\|\| 00\|\|\| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2005022212</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0749443855</subfield><subfield code="9">0-7494-4385-5</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)61200704</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)DNB 2005022212</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxk</subfield><subfield code="c">GB</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-384</subfield><subfield code="a">DE-188</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.13</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 624</subfield><subfield code="0">(DE-625)141914:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing revolution!</subfield><subfield code="b">the radical new approach to transforming the business, the brand & the bottom line</subfield><subfield code="c">Paul R. Gamble ... [et al.]</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. publ.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London u.a.</subfield><subfield code="b">Kogan Page</subfield><subfield code="c">2005</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XII, 308 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield><subfield code="c">24 cm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliography references (p. 300-303) and index</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing - Gestion</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Produits commerciaux - Gestion</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Product management</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Produktplanung</subfield><subfield code="0">(DE-588)4135135-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Produktplanung</subfield><subfield code="0">(DE-588)4135135-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="689" ind1="2" ind2="0"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="2" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Gamble, Paul R.</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/enhancements/fy0715/2005022212-d.html</subfield><subfield code="3">Publisher description</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017057328&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-017057328</subfield></datafield></record></collection>
id	DE-604.BV035251697
illustrated	Illustrated
indexdate	2024-07-09T21:29:40Z
institution	BVB
isbn	0749443855
language	English
lccn	2005022212
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-017057328
oclc_num	61200704
open_access_boolean
owner	DE-384 DE-188
owner_facet	DE-384 DE-188
physical	XII, 308 S. Ill., graph. Darst. 24 cm
publishDate	2005
publishDateSearch	2005
publishDateSort	2005
publisher	Kogan Page
record_format	marc
spelling	Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line Paul R. Gamble ... [et al.] 1. publ. London u.a. Kogan Page 2005 XII, 308 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliography references (p. 300-303) and index Marketing - Gestion Produits commerciaux - Gestion Marketing Management Product management Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Produktplanung (DE-588)4135135-6 gnd rswk-swf Marketing (DE-588)4037589-4 s Produktplanung (DE-588)4135135-6 s DE-604 DE-188 Marketingmanagement (DE-588)4168907-0 s Gamble, Paul R. Sonstige oth http://www.loc.gov/catdir/enhancements/fy0715/2005022212-d.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017057328&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line Marketing - Gestion Produits commerciaux - Gestion Marketing Management Product management Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Produktplanung (DE-588)4135135-6 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4135135-6
title	Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line
title_auth	Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line
title_exact_search	Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line
title_full	Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line Paul R. Gamble ... [et al.]
title_fullStr	Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line Paul R. Gamble ... [et al.]
title_full_unstemmed	Marketing revolution! the radical new approach to transforming the business, the brand & the bottom line Paul R. Gamble ... [et al.]
title_short	Marketing revolution!
title_sort	marketing revolution the radical new approach to transforming the business the brand the bottom line
title_sub	the radical new approach to transforming the business, the brand & the bottom line
topic	Marketing - Gestion Produits commerciaux - Gestion Marketing Management Product management Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Produktplanung (DE-588)4135135-6 gnd
topic_facet	Marketing - Gestion Produits commerciaux - Gestion Marketing Management Product management Marketing Marketingmanagement Produktplanung
url	http://www.loc.gov/catdir/enhancements/fy0715/2005022212-d.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017057328&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT gamblepaulr marketingrevolutiontheradicalnewapproachtotransformingthebusinessthebrandthebottomline

Holdings

There is no print copy available.

Interlibrary loan Place Request Caution: Not in THWS collection! Indexes

MARC

Record in the Search Index

There is no print copy available.

Similar Items