Marketing is all about ideas. And Marketing Excellence is about good ideas made great. The companies it features have been selected because they are winners – both literally and commercially. Literally in that they have received Marketing Society Awards for their work in Britain; commercially in that these efforts have resulted in measurable market success. They come from a diverse range of markets; it’s likely that some operate in yours.
Written by two marketing thought leaders and featuring insights from a host of industry experts who have judged the Awards in recent years, here is a collection of brands and companies that are doing things right. From ketchup to cosmetics, it offers today’s most revealing, readable and above all relevant lessons in Marketing Excellence.

Foreword
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