Marketing Excellence 3: Award-winning Companies Reveal the

Marketing Excellence 3: Award-winning Companies Reveal the Secrets of Their Success Each year, The Marketing Society, an international senior marketing network based in the UK, holds its Excellence Awards This book presentscase studies of recent winning campaigns in twelve categories from companies including McDonalds, Mercedes, and Unilever Although each case encompasses examples of different marketing techniques, all share great strategic thinking, creativity, and execution The chapters are introduced by a leading marketing director who has previously judged the awards and offers thought provoking answers to questions such as What are the key principles that lie behind effective communication , What makes a new brand stand out and succeed , and How do companies keep customers loyal

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