Hugh Wilson – författare

The New Marketing presents a comprehensively revised blueprint for the marketing process developed by Malcolm McDonald and Hugh Wilson to address second-generation changes brought about by technological development and the associated 'information revolution'. Built around the leading concept of a value exchange with customers, it provides essential advice on how to harness the latest technology and incorporate it effectively into marketing practice.The premise driving the new thinking in this book is that the early stand-alone experimentation with new marketing channels is over for many organizations. The key now is the total integration of new techniques and technologies within the wider marketing process. e-Commerce and CRM, for instance, no longer stand alone as something to plan for separately. Instead, the core processes of marketing need to take account of e-commerce and other IT-enabled channels such as call centres. This development has meant important new steps in decision making for marketers, who now have to choose the channels which are most appropriate for certain tasks and how they should be integrated to maximise customer value. The book focuses on: ·How marketing must integrate the interactive environment from the outset·How the choice of channels changes the offer as well as the customer contact ·How the marketing manager's role must change Having worked on e-commerce and CRM strategy with a range of major companies over the last four years, the authors have developed tools and frameworks to fill these gaps in traditional marketing. The New Marketing draws heavily on this direct practical experience, and offers the ideal guide to tailoring your marketing strategy to the demands and opportunities of the 21st century marketplace.

While innovation in products and services continues apace, today’s competitive strategy is equally based on innovation in the route to market. Tesco.com, Direct Line, First Direct and easyJet are just a few examples of innovative channel strategies as a key component of the value proposition. We find ourselves in a multi-channel world.This book is drawn from the experience of major companies such as IBM, First Direct, Taylor Woodrow and BT. Lessons are explained clearly: be Multi not multiple; channels as weapons; think combinations; design from the top, but think people and measure it. The key concepts are backed by carefully tested practical advice from making organisational change to understanding channel metrics. Based on work from Cranfield's world leading Customer Management Forum, this is the essential practical guide for senior management in key areas like marketing, sales, customer services and strategy.

While innovation in products and services continues apace, today‘s competitive strategy is equally based on innovation in the route to market. Tesco.com, Direct Line, First Direct and easyJet are just a few examples of innovative channel strategies as a key component of the value proposition. We find ourselves in a multi-channel world. This book is drawn from the experience of major companies such as IBM, First Direct, Taylor Woodrow and BT. Lessons are explained clearly: be Multi not multiple; channels as weapons; think combinations; design from the top, but think people and measure it. The key concepts are backed by carefully tested practical advice from making organisational change to understanding channel metrics. Based on work from Cranfield's world leading Customer Management Forum, this is the essential practical guide for senior management in key areas like marketing, sales, customer services and strategy.

The latest edition of the leading and internationally bestselling text on marketing planningIn the newly revised ninth edition of Marketing Plans, a team of renowned marketing strategists and professors delivers a fully updated version of the gold standard in marketing planning textbooks. The book contains a proven, start-to-finish approach to planning your firm’s marketing and is complemented by brand-new content on digital marketing and sustainable marketing.The authors have also included best-practice guidance on omnichannel management, integrated marketing communications, key account management, and customer experience management. The book provides: A best-practice, step-by-step process for coordinating marketing strategy and planningMethods to create powerful, differentiated value propositionsTools to prioritise marketing efforts on segments and strategies that will deliver the greatest returns in growth and profitsLessons from the leaders on how to embed world-class marketing within the organisation.Perfect for students and executives alike in marketing, sales, strategy, and general management, Marketing Plans, 9th edition remains the world’s leading resource on the critical topic of marketing strategy and planning.

Newly revised and redesigned, this is the human history of the company that powered the development of the electric system in British Columbia—and in turn played an integral role in shaping the province.“A utility is a thing with a heartbeat—a steady beat of progress brought about not by water and wire, turbines and transformers, but by all the people who put our resources and equipment to the benefit of all.”—Sam Weston of the BC Power CommissionFrom its earliest days in colonial Victoria to the initiation of the massive Site C power project in 2015, BC Hydro and its predecessor companies have played a central role in the history of British Columbia. Told through the voices of its employees over three different centuries, Gaslights to Gigawatts recounts the story of the people and projects that delivered power–and much more–to the citizens of the province. It opens in an era when the gas street lamps were lit by hand each evening, covers the decades when the company offered a remarkable array of services to more and more of the province, and finishes in a century when advanced technologies and societal expectations have dramatically altered the way power is delivered to British Columbians.First published in 1998, Gaslights to Gigawatts was a BC Bestseller. This edition brings the story up to date with new interviews and a contemporary design, and includes more than 200 black-and-white and full-colour archival photographs and illustrations, a glossary, chronology, and index.Proceeds from the sale of this book go to the BC Hydro Power Pioneers Miracle Millions Campaign for BC Children’s Hospital.