Value Addition (Brand-Driven Growth Alchemy)

Author: (English) Mark Ritson, translated by Yang Xuecheng
Publisher:
Publish Date: 2005-04-01
Features: Based on his unique perspective leading a global marketing consulting firm, Mark Ritson wrote this book. Marketing professionals from any background or experience will find inspiration and motivation in it. "Value Added" is one of the best business books—it is innovative, well-argued, and highly practical. Without a doubt, the "Five I's" process outlined in the book will make you a better and more successful marketer.—Professor Devin Lane Keller, Tuck School of Business at Dartmouth College This book is a must-read for senior and middle managers seeking growth. In too many companies, marketing is simply not seen as a driver of growth. This is a missed opportunity for both the company and the marketing department. Many insights and knowledge from the book have been applied in my company, and with Mark's help, we have achieved tremendous success and outstanding results. I hope my competitors don't read this book.—Kerth Weed, Chairman of Lever Faberge
The perspective in this book is based on the actual operations of "Value Added," one of the world's largest marketing and brand consulting firms founded by the author. Brand growth and demand-driven growth are the highest-quality forms of growth a company can achieve, and this requires a marketing alchemy. By applying the "Five I's" process—Insight, Idea, Innovation, Influence, and Investment Return—and numerous real-world case studies, the author explains this alchemy and outlines the obstacles that hinder the normal functioning of the "Five I's" process. This is a unique and highly successful approach.