Marketing Calculator (PDF)
Measuring and Managing Return on Marketing Investment
(Sprache: Englisch)
This book uncovers the components of driving increased marketing
effectiveness and can be applied to just about every industry and
marketing challenge. It demystifies how marketers can significantly
improve their measurement and management infrastructure...
effectiveness and can be applied to just about every industry and
marketing challenge. It demystifies how marketers can significantly
improve their measurement and management infrastructure...
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This book uncovers the components of driving increased marketing
effectiveness and can be applied to just about every industry and
marketing challenge. It demystifies how marketers can significantly
improve their measurement and management infrastructure in order to
improve their return on marketing effectiveness and ROI. They will
be able to significantly improve their tactical and strategic
decision-making and finally be able to respond to John
Wannamachers' "half of my advertising is wasted; I just don't know
which half." With this in hand, they will be able to avoid the
budget cutting ax, become a critical component of corporate success
and enhance their careers.
Even in a crowded theoretical marketing environment there are three
new concepts being introduced:
1. The Marketing Effectiveness Framework to help marketers talk the
talk of marketing effectiveness within marketing and with the
C-Suite.
2. The Marketing Effectiveness Continuum to help marketers
understand the organizational issues and change management
associated with delivering long lasting enhanced marketing
effectiveness.
3. The Marketing Accountability Framework to help marketers begin
to collect data that is meaningful to improving their marketing
effectiveness and to become accountable for their results.
It is one of the only marketing books covering the topic at a
global level. It includes a great number of specific case studies
from North America, Asia, Europe and Africa. The cases cover the
following industries: Telecommunications, consumer packaged goods,
home repair services, travel, utilities, software, restaurants,
alcoholic and non-alcoholic beverages and others. It can also be
used to support marketing education at the university level.
Whether the reader is a marketer, business analyst, C-level
executive, this book will help them to understand the key issues
surrounding the measurement of marketing effectiveness. More than
that however, is how each of the concepts can be directly applied
to their marketing environment. Each of the concepts are applied to
the different types of businesses (business-to-business, OEM,
consumer, NGO and others) so they can quickly make them actionable.
effectiveness and can be applied to just about every industry and
marketing challenge. It demystifies how marketers can significantly
improve their measurement and management infrastructure in order to
improve their return on marketing effectiveness and ROI. They will
be able to significantly improve their tactical and strategic
decision-making and finally be able to respond to John
Wannamachers' "half of my advertising is wasted; I just don't know
which half." With this in hand, they will be able to avoid the
budget cutting ax, become a critical component of corporate success
and enhance their careers.
Even in a crowded theoretical marketing environment there are three
new concepts being introduced:
1. The Marketing Effectiveness Framework to help marketers talk the
talk of marketing effectiveness within marketing and with the
C-Suite.
2. The Marketing Effectiveness Continuum to help marketers
understand the organizational issues and change management
associated with delivering long lasting enhanced marketing
effectiveness.
3. The Marketing Accountability Framework to help marketers begin
to collect data that is meaningful to improving their marketing
effectiveness and to become accountable for their results.
It is one of the only marketing books covering the topic at a
global level. It includes a great number of specific case studies
from North America, Asia, Europe and Africa. The cases cover the
following industries: Telecommunications, consumer packaged goods,
home repair services, travel, utilities, software, restaurants,
alcoholic and non-alcoholic beverages and others. It can also be
used to support marketing education at the university level.
Whether the reader is a marketer, business analyst, C-level
executive, this book will help them to understand the key issues
surrounding the measurement of marketing effectiveness. More than
that however, is how each of the concepts can be directly applied
to their marketing environment. Each of the concepts are applied to
the different types of businesses (business-to-business, OEM,
consumer, NGO and others) so they can quickly make them actionable.
Autoren-Porträt von Guy R. Powell
Guy R. Powell has spent the last 10 years helping marketersdrive strategic advantage through a clear focus on the customer
supported by best in class analytics. Whether it's consumer
packaged goods, high tech, financial services or just about any
other industry, Guy has taken his experience from all aspects of
the marketing equation, demystifying the entire topic of marketing
analytics. This book served as a guide to marketers in their quest
to make better decisions and deliver more growth at lower cost and
risk.
In 2005 Guy founded DemandROMI (href="http://www.demoandromi.com/">www.demoandROMI.com), a
consulting firm focused solely on helping marketers improve their
tactical and strategic decision making. The time to measure and
manage growth through smarter investments in marketing is NOW. Are
you ready?
Please visit href="http://www.marketing-calculator.com/">www.marketing-calculator.com
for updates and tools on this dynamic topic.
Bibliographische Angaben
- Autor: Guy R. Powell
- 2012, 304 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 1118507835
- ISBN-13: 9781118507834
- Erscheinungsdatum: 22.08.2012
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: PDF
- Größe: 1.55 MB
- Mit Kopierschutz
Sprache:
Englisch
Kopierschutz
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