This is the eBook version of the printed book. If the print book
includes a CD-ROM, this content is not included within the eBook
version. ""Marketing is part art and part science. The 'art era'
was ok in the 20th century. If you need to consistently generate
growth and increased profitability in this century, you better
stick with the science. When cost cutting is not enough to improve
the bottom line, it is time to focus again on the consumer. " "
"Improve Your Marketing to Grow Your Business " " "shows how to go
from consumer insights to relevant innovation and actionable
marketing plans. Metrics to measure marketing effectiveness
complete a must-read book." " -ARTURO MASSA Leading Global
Marketing Executive, Fortune 500 Company How Marketing Can
"Systematically" Drive Profitable Growth, Build Brand Equity, and
Maximize Stockholder Value:
- Rethinking and reengineering your entire marketing
organization: processes, technology, metrics, and more
- New insights from today's top marketing innovators-including
Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia,
Hyatt, and Gillette
- How to create a marketing culture of accountability, and
empower change throughout your organization
- Indispensable reading for every marketing leader, manager, and
For the first time, marketing can "systematically" drive top-line
revenue growth and long-term business value. Finally, your
organization can have a marketing discipline that begins with
customer insight and leverages the "full" benefits of process,
creativity, measurement, and collaboration. In this book, legendary
marketing innovator Hunter Hastings helps you build that
revolutionary marketing organization and use it to achieve
unprecedented business results. Discover how to integrate marketing
and customer knowledge into everything your company does...leverage
technology to identify breakthrough opportunities and marketable
innovations..."learn" faster, "act" faster, and drive maximum value
from every marketing investment you make.
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