Aspatore Books
Creating a strategic marketing plan for your company; leading CMOs on articulating a vision, evaluating financial metrics, and ensuring brand success.
This volume is part of a series in which top-level business executives dispense advice on various business topics. In this edition, chief marketing officers and other executives from Eli Lilly, SIRVA INC., DaimlerChrysler, Follett Higher Education Group, UPS, Oregon State University, and other organizations discuss the formation of the strategic marketing plan. Specific topics include marketing fundamentals, "renaissance marketing" at Chrysler, marketing to the college consumer, marketing and strategic imperatives, creating a strategic plan that supports the mission statement, marketing professional services, driving growth through customer innovation, building the results-driven marketing organization, and building a brand identity. It's a slim book (123 pages) priced for executives. (Annotation ©2008 Book News Inc. Portland, OR)
