This is the eBook version of the printed book.
Today, marketing has clear marching orders: Drive profitable growth, and build brand equity that translates into real stockholder value. In this book, enterprise marketing management pioneer, Hunter Hastings, introduces the breakthrough tools and techniques you need to deliver on these commitments. Improve Your Marketing to Grow Your Business will help you bring unprecedented discipline, clarity, and productivity to marketing-and deliver unprecedented results. Drawing on his unsurpassed experience consulting with enterprise marketers, Hastings takes you behind the scenes at today's most innovative marketing organizations: from Procter & Gamble to Brown-Forman, Kimberly-Clark to Microsoft, Wachovia to Hyatt. Building on their insights, Hastings reveals how to bring relentless customer focus and enterprise-wide integration to all your marketing efforts. You'll find specific guidance on topics ranging from product development and brand portfolio management to accountability. Along the way, Hastings shows how to systematically rethink and optimize your entire approach to marketing: processes, organization, technology, metrics, leadership.everything!