Throw Out What You Know About Marketing: Reengineer for Top-Line Growth (1st edition)

"Marketing is part art and part science. The 'art era' was ok in the 20^th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer. Improve Your Marketing to Grow Your Business shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book."

-ARTURO MASSA

Leading Global Marketing Executive, Fortune 500 Company

How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value:

• Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more
• New insights from today's top marketing innovators-including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette
• How to create a marketing culture of accountability, and empower change throughout your organization
• Indispensable reading for every marketing leader, manager, and business strategist

For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results.

Discover how to integrate marketing and customer knowledge into everything your company does…leverage technology to identify breakthrough opportunities and marketable innovations…learn faster, act faster, and drive maximum value from every marketing investment you make.