MARKETING EXCELLENCE 3: AWARD-WINNING COMPANIES REVEAL THE SECRETS OF THEIR SUCCESS
Book ID/图书代码： 07682015B78587
English Summary/英文概要： Marketing Excellence 3 showcases the strongest case studies - all winners - from The Marketing Society’s Excellence Awards to celebrate and promote the contribution that great marketing makes to the commercial success of a business. The compilation includes a selection of 30 award winners from 2012 to 2014 who have employed different strategies, tactics, tools and techniques all worthy of recognition. The book features world-leading consumer products, retail, fast food, consultancy, charity and telecoms brands such as easyJet, Hailo, McDonald’s, Mercedes-Benz, Unilever, Macmillan, O2, PwC, Jack Daniel’s and John Lewis.
Each chapter of Marketing Excellence 3 is organised by theme and introduced by a judge who then presents the case studies in detail, providing thought-provoking answers to questions such as ’How do you find great customer insights?’, ’What are the key principles that lie behind effective communications?’, ’How do you create a marketing ethos that will mobilise your organisation?’, ’What makes a new brand stand out and succeed?’ and ’How do you keep customers loyal?’ As such, it is an ideal book for marketers and students looking to be inspired by the very best in marketing campaigns.
Chinese Summary/中文概要： 《卓越营销3》展现了营销领域中所有的赢家，包括营销协会卓越成就奖的获得者和到凭借卓越的营销技巧使得商业获得巨大成功的人士如何成功的最强案例。书中包括了2012年到2014年间30位获奖者通过不同的战术、策略、工具和技术获得营销领域成功和赞誉的经历。《卓越营销三次方》讲述了世界领先的消费产品、零售品、快餐、咨询、慈善和电信产品例如易捷航空、Hailo、麦当劳、梅赛德斯-奔驰、联合利华、麦克米伦、O2、普华永道、杰克丹尼尔的和约翰•刘易斯是如何进行产品营销的。
《卓越营销3》的每一章节都根据主题编排，且有一位评委引入并将这个案例详细解剖，作者在书中会告诉读者例如“你怎么找到好的吸引客户的点？”、“有效沟通的主要原则是什么？”、“你该如何创立一个市场模式能推动你的公司前进”、“如何建立一个独树一帜的品牌并且能够脱颖而出？”以及“如何保持客户的忠诚度？”等等问题的答案。这本书对于营销者以及向往从事营销的学生来说都是非常理想的指导性书籍。（XAT）
Awards/获奖情况：“我高度推荐《卓越营销3》这本书，它包含了营销领域的方方面面，例如与客户交流以及营销的可持续性，并告诉读者一个精心策划的，精准的营销策略是如何达成最好的商业结果的。”——文斯•米契尔，伦敦卡斯商学院
"I highly recommend Marketing Excellence 3. It considers all the key aspects of marketing from ’connecting with customers’ through to ’marketing sustainability’ and provides a comprehensive look at how well-planned, precise marketing delivers real business results." (Professor Vince Mitchell, Cass Business School London)
About the Author/作者介绍： 休•柏吉利是营销协会的首席执行官，负责引入营销誓言并启发市场营销主管们。他营销事业的起步是在联合利华的Birds Eye Foods，也就是美国最大的冷冻蔬菜及其他冷冻产品加工商，随后又攻读曼切斯特商学院进修广告学，又成立了柏吉利•魏因赖希•博阳特机构。休现在是Barnardo’s和古典音乐学院的托管人。
Hugh Burkitt is Chief Executive of The Marketing Society, where he has been responsible for introducing the Manifesto for Marketing, and the Marketing Leaders Programme for aspiring marketing directors. He began his own marketing career as a Unilever trainee at Birds Eye Foods and progressed via the Manchester Business School into advertising, founding the agency Burkitt Weinreich Bryant, and leaving as Chairman of Burkitt DDB. He is a trustee of Barnardo’s and the Academy of Ancient Music.
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