Fast Track to Success : Marketing

by Ritchie, Chris

• ISBN13: 9780273721802
• ISBN10: 0273721801
• Edition: 1st
• Format: Paperback
• Copyright: 2009-12-07
• Publisher: FT Press

Summary

Brings together the latest business thinking, cutting edge online material and all the practical techniques you need to fast track your career.- Covers the complete marketing cycle from the initial idea, to the basic principles of messages and audiences to reviewing and measuring results.- Focuses on how to define and manage the customer experience: this is where top marketing professionals can really make a difference.- Unique combination of practical business tools, real life case stories and thought leadership.- Goes beyond skills development to link directly to personal career development.- Fast Track Top 10- Concise, cutting edge summary.- Quick Tips and FAQ's- Expert Voices- state of the art view from today's leading experts.Marketing teams are constantly under pressure to do more with less, with ever shorter cycle times. Whether it's more revenue, bigger market share, higher margin, larger numbers of leads, or cutting edge innovative products, marketing managers with fewer resources at their disposal are being asked to deliver more to the business.Marketing has had to grow up rapidly into a serious management discipline, one that can balance the creative aspects, the rigour of efficient and effective programme delivery, and the broader strategic management required to drive the business forward. It's also critical for the marketing team to be fully aligned with the other functions in the business, so that the customers on the receiving end of the value chain get the experience they expect. Fast Track to Success: Marketing presents a complete perspective on all the key marketing functions, and shows you how to integrate these to deliver winning marketing strategies and programmes. This book will give you exactly what you need to accelerate your knowledge, skills and progress to become a high performance marketing professional.

Table of Contents

The Fast Track way

About the authors

A word of thanks from the authors

Marketing

Fast Track

How to use this book

Fast-Track-Me.com

Awareness

Marketing in a nutshell

Marketing audit

Business Fast Track

Fast Track top ten

Technologies

Implementing change

Career Fast Track

The first ten weeks

Leading the team

Getting to the top

Director's Toolkit

Team marketing audit

Integrated marketing plans

Market analysis

Analysis tools

Marketing project checklist

The Fast Track Way

Other titles in the Fast Track series

Glossary

Index

Table of Contents provided by Publisher. All Rights Reserved.