Marketing excellence : winning companies reveal the secrets of their success /
Hugh Burkitt and John Zealley.
- Chichester, England ; Hoboken, NJ : Wiley, c2006.
- xiv, 373 p. : ill ; 24 cm.
Includes bibliographical references and index.
Marketing measurement excellence -- Customer insight -- Launching new brands -- Brand extension -- Brand revitalisation -- Sustaining the brand promise -- Marketing communications : getting the message across -- Creating loyal relationships -- Crossing borders : international brand development -- Internal marketing : engaging employees -- Developing marketing capabilities -- Doing well by doing good.