"The Marketing Director's Handbook" is the definitive practical guide for anyone managing or aspiring to manage a marketing function at board level. In a single reference source it contains practical advice, ideas, arguments, tools and strategies to enhance the profitable growth and value of your organisation. The book is structured to help the reader lead a marketing department, undertake key marketing activities and solve marketing problems. It contains a comprehensive range of simple tools and models reflecting best market-place practices to help structure and enhance your thinking. It is concise, jargon free and easy-to-read, use and digest. Anecdotes and visuals breathe life into learning points. Chapters are usefully labeled by the type of activity they'll help readers to undertake. It is jam-packed with best practice insights and ideas. Unconventionally, it focuses on practical learning points and not a compendium of case studies.
Guy Tomlinson - Guy runs research and strategic marketing consultancy, The Marketing Directors where he consults for brands and organisations including the BBC, Cadbury and the Home Office. After finishing his degree in Chemistry, Guy gained a classical consumer goods marketing training with Boots and Procter & Gamble. His career includes marketing director, consultant and business planning roles for businesses including PricewaterhouseCoopers, Reader's Digest and New Solutions. He is a Chartered Marketer and teaches marketing communication and brand development around the world. Tim Arnold - Following a grammar school education, Tim joined Unilever and as part of their management training studied for the Diploma in Marketing. He then joined Wasey Campbell Ewald (part of the Interpublic Group) and soon joined the Board as head of the below the line group. For nearly twenty years Tim ran an independent marketing services agency group as well as helped start and head up The Institute of Sales Promotion. The last decade has seen Tim being a marketing director for a portfolio companies in b2b and b2c from electrical wholesalers, software to the baker of the best Cornish pasties in the world!
Part 1 Marketing Essentials; How the Marketing function fits into the business or organisation; 1. Starting Out; 2. The Role of Marketing in the Wider Business; Part 2 The Marketing Year; How to plan your marketing 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; How to manage your department, colleagues and the many suppliers & agencies as part of your planning activity; 11. Day to Day Management; 12. Team Motivation 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. Optimising Customer Communications; 18. Customer Relationship Management (CRM) and Database Marketing; 19. Customer Channel Management; Part 4 Major Project Planner; How to manage key projects and address some of the challenges that you may only encounter on an ad hoc basis; 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 and Brand Delivery; 28. Crisis Planning and Management; 29. Communicating with Other Audiences; 30. Marketing and the Law. New Chapter 31. Managing Digital Marketing is available in digital form by sending your proof of purchase to firstname.lastname@example.org.