Marketing Revolution: The Radical New Approach to Transforming the Business, the Brand, & the Bottom Line

by Gamble, Paul

Edition: Reprint

ISBN13: 9780749449803

ISBN10: 0749449802

Format: Paperback

Pub. Date: 2007-07-01

Publisher(s): Kogan Page Ltd

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Summary

How is the marketing process managed in companies across the world? And how can it be improved? Marketing Revolution answers these questions and more, by drawing on international research and analysis from leading consultants, academics and practitioners, and from the authors' insight into the revolutionary marketing practices of the global giant, IBM. This compelling book encourages managers to think about their marketing environment in a totally new and revolutionary way and shows readers how to transform their marketing techniques. Marketing Revolution includes radical new business tools designed to deliver real value, advice on how to re-structure or even totally rebuild the marketing capability and guidelines to increase business revenue.

Author Biography

Paul R Gamble was Dean and Director of a graduate business school in a major British university where he is now an Emeritus Professor Dr Alan Tapp is Reader and Research Unit Director of Marketing at Bristol Business School

Acknowledgements	p. ix
Foreword	p. xi
Introduction	p. 1
Why revolutionize marketing?	p. 4
The rise of the new customer	p. 4
What's so different about customers now?	p. 5
The growth of choice	p. 6
Is the changed customer environment important?	p. 7
Engaging the new consumer	p. 9
Pointing the way for marketing	p. 13
Reinventing marketing	p. 13
The customer imperative	p. 15
An example of responding to the new customer: the music industry	p. 16
Marketing as a whole-company entity	p. 17
Spreading the marketing state of mind	p. 19
What is marketing revolution?	p. 25
Extreme competition	p. 25
The end of the comfort zone	p. 27
Measuring marketing effectiveness	p. 30
Let's kill customer satisfaction before it kills us	p. 35
Sense and respond marketing	p. 38
Taking stock of marketing	p. 41
Five steps to aligning the marketing function with the corporate agenda	p. 43
Managing the customer journey	p. 45
The beginnings of marketing revolution	p. 47
Best practice at work	p. 49
Customer insight	p. 51
A new approach to insight	p. 51
The customer experience	p. 52
Designing the customer experience	p. 55
Building the business halo	p. 60
Customer retention and the customer experience	p. 62
The challenge of the new consumers	p. 64
Why are changing population demographics being ignored by marketers?	p. 66
So, why do marketers need better customer insights?	p. 70
Revolution through strategic planning	p. 82
Enterprise as a movie studio	p. 83
Managing relationships	p. 84
Strategic power issues at the organizational level	p. 85
How strategic planning adds value	p. 91
Strategic revolution through continuous improvement	p. 95
Summary: revolution as a journey	p. 96
Revolution through segmentation	p. 98
Why do companies find it hard to implement effective segmentation?	p. 99
The problems with traditional segmentation	p. 100
Being creative with segmentation	p. 105
Value-based segmentation and channel optimization	p. 106
Reaping the benefits of segmentation-based, multi-channel management	p. 110
Time-based segmentation	p. 112
The future of market segmentation: data fusion	p. 118
Opportunities from improved segmentation	p. 118
Revolutionizing the company by living the brand	p. 121
Where does branding start?	p. 122
The brand unpicked	p. 123
The anatomy of a powerful brand	p. 126
Brand proposition	p. 128
Brand personality	p. 129
Brand revolution	p. 129
From brands as mirrors to brands as windows	p. 130
How the (brand) world has changed	p. 131
Customer-centric brands	p. 135
Brands that attract post-materialistic customers	p. 137
How to revolutionize the brand	p. 138
Ensure employee commitment and buy-in	p. 139
Brand benefits for employee recruitment	p. 140
The essence of the brand	p. 143
Customer relationship management	p. 146
Marketing at the heart of the new CRM agenda	p. 146
Definitions of customer relationship management (CRM)	p. 148
Elements of CRM	p. 149
The underpinning principles of CRM	p. 151
The R in CRM: hype and reality	p. 155
The concerns: language not substance?	p. 156
How does CRM make money?	p. 157
CRM can be profitable	p. 158
CRM is thriving	p. 161
Revolutionizing the business with CRM	p. 163
If CRM is done right, it works	p. 167
Putting CRM revolution into practice	p. 170
CRM and corporate revolution	p. 173
From customer insight to customer action	p. 175
Is managing customers through marketing good for business?	p. 175
Marketing and customer management are under the microscope	p. 177
How to value the marketing contribution?	p. 178
Keys to success in using insight for managing customers	p. 179
The way forward: using insight to action the marketing mix	p. 182
Customer insight data and marketing	p. 183
How to turn customer insights into action	p. 194
Marketing revolution: producing numbers that finance can accept	p. 197
Creating the capability for operational analytics	p. 199
The route to business solutions that add customer value	p. 199
Delivering value through mass-customized marketing	p. 201
Customer solutions	p. 202
Implementing solutions through operational analytics	p. 206
Customer equity and lifetime management (CELM) techniques	p. 221
Summary	p. 222
From revolutionary thinking and planning to action	p. 224
Future marketing technologies	p. 224
Shifting requirements	p. 229
Developing or enhancing the technical infrastructure	p. 232
Data-mining methodology	p. 239
From bell curves to well curves	p. 246
Dealing with complexity: marketing resource management	p. 249
Summary	p. 256
Revolution through people	p. 258
Are marketers smarter than frogs?	p. 258
The pressure to change	p. 260
Tools and techniques	p. 262
Diagnosing the organization: a structural analysis	p. 265
Leading revolutionary change: eight key steps	p. 268
Lessons for marketing revolution	p. 281
Case studies	p. 282
Loyalty management analytics and optimization - the case of the airline frequent-flyer programme (Finnair)	p. 282
The Driver Vehicle Licensing Agency - multichannel management in the public sector	p. 293
Tesco - revolutionizing the business with segmentation	p. 296
References	p. 300
Index	p. 304
Further reading	p. 308
Table of Contents provided by Ingram. All Rights Reserved.