How is the marketing process managed in companies across the world? And how can it be improved? Marketing Revolution answers these questions by drawing on international research and analysis from leading consultants, academics and practictioners, and from the authors' insight into the revolutionary marketing practices of IBM. This book encourages managers to think about their marketing environment in a new way and shows readers how to transform their marketing techniques. Marketing Revolution includes radical business tools designed to deliver real value, advice on how to re-structure or even totally rebuild the marketing capability, and guidelines to increase business revenue.
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