000			02566cam a2200301zu 4500
001			10120387
003			FRCYB10120387
005			20250108085927.0
006			m o d
007			cr un
008			250108s2003 fr | o|||||0|0|||eng d
020			_a9780684848679
035			_aFRCYB10120387
040			_aFR-PaCSA _ben _c _erda
100	1		_aHulbert, James M.
245	0	1	_aTotal Integrated Marketing _c['Hulbert, James M.', 'Capon, Noël', 'Piercy, Nigel F.']
264		1	_bFree Press _c2003
300			_a p.
336			_btxt _2rdacontent
337			_bc _2rdamdedia
338			_bc _2rdacarrier
650		0	_a
700	0		_aHulbert, James M.
700	0		_aCapon, Noël
700	0		_aPiercy, Nigel F.
856	4	0	_2Cyberlibris _uhttps://international.scholarvox.com/netsen/book/10120387 _qtext/html _a
520			_aWhy are some companies able to focus on the important points, while others fight internal battles, obsess over trivia, and let opportunities pass them by? According to Hulbert, Capon, and Piercy, when companies succeed it is often because every single person in every department -- from Sales to Human Resources to Finance -- has one paramount goal: to win and keep customers. Many of today's companies, however, have not heeded this crucial message. When they falter, it is often due to the fact that different departments report to different executives: then short-term goals like sales drive out the long-term necessity of marketing. Despite lip service to the contrary, the marketing departments of most companies often fail to reach their most important customers. Drawing on their combined experience of three-quarters of a century advising corporations, Hulbert, Capon, and Piercy argue that marketing must be dragged out of the marketing department. Indeed, it must become the top priority of the CEO, who automatically sets the tone for the entire company. The solution, the authors demonstrate, is to integrate the marketing imperative into every function of a corporation: finance, operations, sales, R&D, customer service, and human resources. This total marketing strategy has proven hugely successful for companies such as Intel, Canadian Pacific Hotels, Safeway, and Toyota. Total Integrated Marketing provides an essential framework for designing and managing change so that companies can outperform their rivals. Containing a wealth of marketing tips and innovations easily adapted to any business, this is essential reading for all managers concerned about the future of their companies.
999			_c81537 _d81537