A resource for all marketing students and professionals interested in achievable strategies and profitable marketing, this title serves as a practical, leading-edge guide to five key principles of effective marketing.
Aimed at showing how to achieve success by understanding the needs of stakeholders and maximising them, this book details seven practices for making vision and values work which is based on research with leaders from 125 enterprises worldwide. It includes hundreds of examples from enterprises as diverse as PepsiCo, Caltech, Clinic, BP, and more.
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