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Guy Tomlinson

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The Marketing Director's Handbook
by Guy Tomlinson  Tim Arnold, Guy Tomlinson 

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Category: 

Marketing

Publisher:  The Marketing Directors Ltd ISBN-10:  0955886007
Pages: 

416

Copyright:  Sep 15 2008 ISBN-13:  9780955886003

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TheMarketingDirectors

The Marketing Director's Handbook is the only practical guide to leading a successful marketing function. It has been acclaimed as a book that all directors should read and that all marketing directors (CMOs)should keep close to hand

The book is truly unique:

 

A single reference source, it contains practical advice, ideas, arguments and strategies to enhance the profitable growth and value of an organisation

  • Structured to help the reader lead a marketing department, undertake key marketing activities and solve marketing problems
  • Contains a comprehensive range of simple tools and models reflecting best market-place practices to help structure and enhance the reader’s thinking
  • Concise, jargon free and easy-to-read, use and digest. Anecdotes and visuals breathe life into learning points. And chapters are usefully labelled by the type of job/activity they’ll help readers to undertake
  • Jam-packed with best practice insights and ideas. Unconventionally it focuses on practical learning points and not a compendium of case studies
  • Based on sixty years of genuine experience and in-depth research with a hand-picked group of prominent marketing directors
Available in hardback and ebook formats.
Excerpt
Contents
30 chapters organised in four sections:

Part 1 Marketing Essentials - provides insights and ideas to help you get to grips with your role and make a positive first impression

1 - Starting Out
2 - The Role of Marketing in the Business

Part 2 The Marketing Year - covers all of the key strategy and planning activities that you are likely to undertake in a financial year

3 - Strategy Development
4 - Competitive Analysis
5 - Setting Objectives and Measuring Marketing Performance
6 - Customer Strategy
7 - Product Strategy
8 - From Strategy to Delivery
9 - Financial Management and Pricing
10 - Structuring the Function

Part 3 Operational Leadership - covers how to manage your department, colleagues and all of the key tasks you are likely to undertake on a day-to-day basis
11 - Day to Day Management
12 - Team Management and Development
13 - Managing The Board and Business as a Whole
14 - Managing Market or Customer Research
15 - Managing Agencies
16 - Brand Management and Positioning
17 - Managing Customer Communications
18 - Customer Relationship Management (CRM) and Database Marketing
19 - Customer Channel Management

Part 4 Major Project Planner - provides insight and advice to deal with a wide range of possible problems or challenges

20 - Leading Projects
21 - Creativity and Problem Solving
22 - Restoring Growth
23 - New Product and Service Development
24 - Marketing and Digital Technology
25 - Mergers and Acquisitions
26 – Rationalisation or Downsizing
27 - Culture Change
28 - Crisis Planning and Management
29 - Communicating with Other Audiences
30 - Marketing and the Law

Published in May 2012, Chapter 31 - Managing Digital Marketing is available as a free digital extra for those ordering from The Marketing Directors or Chartered Institute of Marketing websites.


Professional Reviews

Review by Sharon Wolf, Managing Director, QualiData Research Inc., USA
This book delivers on its subtitle’s promise: “The definitive guide to superior marketing for business and boardroom success.” Comprehensive, yet written in a lively, reader-friendly style, it offers practical advice on topics ranging from setting objectives, planning the year ahead, measuring marketing performance, managing teams to building brands to succeeding at new product and service development.

The book defines the Marketing Director’s role, offers concrete advice on what to do first, whom you should be getting to know and how to build and motivate the team to get the job done. The chapters on branding and product and service development are detailed and useful to all. As well as offering help on corporate branding or repositioning, they cover practical strategies and tactics to achieve top management buy-in. Although it is left unsaid, even the most talented executive will be hitting his or her head against a brick wall without this buy-in.

The discussion of marketing research focuses, as it should, on issues such as selecting and managing marketing research agencies and how to prepare proper briefs so that everyone involved in the project understands the study’s objectives and research questions.

I was happy to see useful charts that summarise the full range of qualitative and quantitative methods. These are explained in easy-to-read tables, together with a synopsis of the pros and cons of using various techniques.

For better or worse, “Rationalisation or Downsizing” will help those charged with the unpleasant task of laying-off employees. This chapter discusses downsizing strategies in depth as well as morale-building approaches for employees who survive staff cutbacks.

The book is reader-friendly. Chapters are illustrated with charts and tables that highlight key points or explain ideas visually. These relieve the busy reader of having to wade through lengthy text.

For those who care about best practices and want to learn how to succeed as managers and change-makers in their organisations, this book is a “must have”. The guidance offered in any one chapter justifies the purchase of The Marketing Director’s Handbook.



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