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The Marketing Manifesto: Book by David James Hood

The Marketing Manifesto

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ISBN: 9780749468521    Publisher: Kogan Page Ltd Year of publishing: 2013     Format:  Paperback No of Pages: 208        Language: English
Marketing is key to the health and wealth of organisations and a vital component in business strategy. Despite the fact that it produces three times more value than any other facet of a business and continual...Read more
Marketing is key to the health and wealth of organisations and a vital component in business strategy. Despite the fact that it produces three times more value than any other facet of a business and continual major improvements in its evolution as a profession, marketing and marketers are often undervalued as part of the business and underexploited as a force for profit. It is time marketing - and the Marketer - became critical. "The Marketing Manifesto" tackles and exposes the problems that stand in the way of the marketer realising marketing's prime objective and role - to improve and sustain revenue whilst improving the lives of the customer and consumer. Delivered in a refreshing, engaging and forthright style, by a marketer at the sharp end of successful business practice, "The Marketing Manifesto" offers unique steps to creating and delivering a successful marketing strategy in any organization and to improve your own a personal impact - on your role, career and organisation.
"The Marketing Manifesto" is a unique, innovative and highly practical title that crystallizes precisely how professional marketers can not only create a goal-oriented personal and company strategy, but an subsequent competitive advantage through applying marketing in a way it could and should be applied and practised.
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About the author: David James Hood
David James Hood is a specialist in competitiveness and proposition / revenue improvement and was an early innovator in modern digital and technology-led... Read more
David James Hood is a specialist in competitiveness and proposition / revenue improvement and was an early innovator in modern digital and technology-led marketing. He has served on the UK's Marketing and Sales Standards Setting Body and the manufacturing trade body competitiveScotland. Director of the Global Marketing Network's Online Community, heading up CPD development and serves on its Advisory Panel. He is Co-Director of the 'Competitive SME' mission to improve marketing in small businesses and is Marketing Director for Aqua Energy Scotland. He is also a Guest Lecturer at the University of Glasgow, and has previously held the role of Chair of the Chartered Institute of Marketing's technology group.
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Review:
Hood's narrative is that marketers, by the nature of their role, sit on the edge of their organisation, concerning themselves with identifying and fulfilling the needs of the customer. However,...Read more
Hood's narrative is that marketers, by the nature of their role, sit on the edge of their organisation, concerning themselves with identifying and fulfilling the needs of the customer. However, almost all of their colleagues face inwards, concerning themselves with 'putting the organisation first' and tending to its needs. His manifesto lays down the challenge to turn that peripheral role into a strength, not a weakness, and to turn marketing's unique corporate position into something substantive. By reading this book, understanding the issues, and then acting on the advice, B2B marketers stand a real chance of doing so."--Dan Roche, Head of Marketing Communications, Azzurri Communications "B2B Marketing
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