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Total Integrated Marketing: Breaking the Bounds of the Function
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Bibliographic Detail
Publisher Free Pr
Publication date March 25, 2009
Pages 356
Binding Paperback
Book category Adult Non-Fiction
ISBN-13 9781439167274
ISBN-10 1439167273
Dimensions 1 by 6.25 by 9.25 in.
Weight 1.25 lbs.
Original list price $23.95
Summaries and Reviews
Amazon.com description: Product Description: A groundbreaking guide to increasing sales and profits by reestablishing the primacy of marketing, from three leading experts.

Why 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.

Editions
Hardcover
Book cover for 9780684848679
 
from Free Pr (April 1, 2003)
9780684848679 | details & prices | 368 pages | 6.25 × 9.00 × 1.00 in. | 1.25 lbs | List price $28.00
About: Presents arguments that reveal why marketing should be a top priority for today's companies, explaining how to integrate a marketing imperative that utilizes every major part of a business.
Paperback
Book cover for 9780749444556 Book cover for 9781439167274
 
The price comparison is for this edition
from Free Pr (March 25, 2009)
9781439167274 | details & prices | 356 pages | 6.25 × 9.25 × 1.00 in. | 1.25 lbs | List price $23.95
About: A groundbreaking guide to increasing sales and profits by reestablishing the primacy of marketing, from three leading experts.
New edition from Gardners Books (August 3, 2005)
9780749444556 | details & prices | 368 pages | 5.50 × 8.75 × 1.25 in. | 1.20 lbs | List price $24.65
This edition also contains Total Integrated Marketing: Breaking the Bounds of the Function
About: Argues that marketing has lost its way.

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