The marketing issue -- The ideal marketer -- Creating the ideal marketing team -- Choosing who to target -- Choosing what to support -- Choosing why to be in business -- Choosing where to market -- Choosing when to engage people -- Winning the board members' minds -- Winning the board members'...

Introduction -- Purpose and structure of this book -- Basic concept of internal marketing -- Internal marketing and R&D -- Empirical investigation on integration of marketing and R&D -- Internal marketing and sales -- Internal marketing and human resource management -- Internal marketing of...

"A revolutionary marketing strategy proven to drive sales and growth They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one...

Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and consumers --...

Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer value and relationships -- Understanding the marketplace and customer value -- Analyzing the marketing environment -- Managing...