Marketing Best Practices: Marketing Executives from Bank of America, Porsche, And More on Brand Management, Customer Awareness & Developing Strategic Initiatives

by Aspatore Books

• ISBN13: 9781596222212
• ISBN10: 1596222212
• Format: Paperback
• Copyright: 2005-06-30
• Publisher: West Group

Summary

Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world?s most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book.Chapters Include:Graeme Gordon, Vice President, Marketing, Mattress Giant Corporation ? ?Doing More with Less?;Charles W. Ellis, Executive Vice President & Chief Marketing Officer , Time Warner Cable ? ?The Importance of Customer Value Creation?;Ginoris Lopez-Lay, Senior Vice President & Director, Strategic Planning and Marketing, Banco Popular ? ?Ensuring Brand Management?;Catherine P. Bessant, Chief Marketing Officer, Bank of America ? ?Twenty-First-Century Marketing: Part Art, Part Science, All Business?;Timothy J. Mahoney, Vice President, Marketing, Porsche Cars North America, Inc. ? ?Working on a Great Brand...There Is No Substitute?;Gregory A. Devou, Executive Vice President and Chief Marketing Officer, CareFirst BlueCross BlueShield ? ?Leadership: The Brand, The Plan, The Organization?;Louise Chickering, Vice President, Marketing and Communications, Corrections Corporation of America ? ?The Role of Marketing in Private Corrections Management?;Ellen Miller-Sonet, Vice President, Marketing, Memorial Sloan-Kettering Cancer Center ? ?Learning from Customers?;Larry L. Mast, Executive Vice President and Chief Marketing Officer, The Penn Mutual Life Insurance Company ? ?Examining All of the Sides to Marketing?;Steven J. Patterson, Vice President, Marketing, Southern States Cooperative ? ?The ABCs of Customer Relations Management?;Steve Nelson, Vice President, Marketing, GNC ? ?Communicating Your Niche as a Specialty Retailer?;Marge Breya, Senior Vice President and Chief Marketing Officer, BEA Systems - ?Creating Awareness?;Kathleen S. Reichert, Vice President, Marketing and Communications, A.T. Kearney ? ?Inside Professional Services Marketing?;Sean S. Sweeney, Executive Vice President and Chief Marketing Officer, Philadelphia Insurance Companies ? ?A Road Map to Common-Sense Marketing?;Omar Barraza, Director of Marketing, Dot Hill Systems Corp. ? ?Planning and Executing Marketing Initiatives.?

Table of Contents

Doing more with Less	p. 9
The Importance of Customer Value Creation	p. 41
Ensuring Brand Management	p. 57
Twenty-First-Century Marketing: Part Art, Part Science, All Business	p. 71
Working on a Great Brand...There is No Substitute	p. 85
Leadership: The Brand, the Plan, the Organization	p. 103
The Role of Marketing in Private Corrections Management	p. 119
Learning from Customers	p. 127
Examining Marketing from All Sides	p. 135
The ABCs of Customer Relations Management	p. 145
Communicating Your Niche as a Specialty Retailer	p. 157
Creating Awareness	p. 165
Inside Professional Services Marketing	p. 173
A Road Map to Common-Sense Marketing	p. 185
Planning and Executing Marketing Initiatives	p. 191
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