by James Mac Hulbert, Noel Capon, Nigel F. Piercy · Free Press · tapa dura · ISBN 9780684848679
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«Total Integrated Marketing» is the marketing essay by James Mac Hulbert, Noel Capon and Nigel F. Piercy, published by Free Press in hardcover (368 pages).
The book argues that marketing must be an imperative for the whole organization, not just the department of the same name. It proposes integrating finance, operations, sales, R&D, customer service and human resources into a common strategy to win and retain customers, with the backing of senior management. It includes case studies of Intel and Toyota.
The work was published in 2003 in English; its subtitle is «Breaking the Bounds of the Function». This book includes an index and bibliographic references (pages 311-335).
Aimed at executives and marketing professionals seeking to integrate commercial strategy across the whole organization.
