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Review
"The subject is critically important and Ambler's ideas are provocative."
Philip Kotler
" Far and away the best book for a senior manager who is interested in understanding marketing's impact on his or her organization."
Journal of Marketing, January 04
"It is time that marketing stood up and was counted. Literally. This book is the enabler. It's not full of prescriptive rules. Instead it poses questions to ask, suggests possible measurements to make and details experiences from real companies. It does not suffer from consultant speak and is grounded in the reality of the struggle to "make marketing accountable. It is important for the future of marketing." Market Leader
"Marketers need to be far more accountable, and this book shows them not just how to provide measures of success but also how to achieve top management consensus about marketing investment
. " Ken Bishop, Director of Marketing, IBM UK"This is a succinct, witty and mould-breaking book on a very important topic. It should be read by all senior managers and marketers." Professor Hugh Davidson, Cranfield School of Management
"This book is a big step forward in assessing marketing impact - an area which is short of regular performance management." Sir John Egan, CBI
"Although Ambler's 'Marketing and the Bottom Line' may sound like a core text book that should be read by every undergraduate marketing student, its strength goes well beyond the bounds of academic study. To begin with, it's a really easy book to read. And although it's about the numbers that preoccupy the CFO and CEO, Ambler has demystified what could have been an impenetrable subject.
What struck me about this book is that it's written by a marketer for marketers. The central tenant of the book is that most brand owners aren't making marketing accountable in a way that is relevant and meaningful. But it doesn't stop there and through some original research Ambler provides a blue print for the marketer to impress his or her boss in how to measure the value of their efforts. Numbers haven't been so much fun for a long time. Buy this book."
Brand Republic
Product Description
"The subject is critically important and Ambler's ideas are provocative."
Philip Kotler
" Far and away the best book for a senior manager who is interested in understanding marketing's impact on his or her organization."
Journal of Marketing, January 04
Marketing really isn't different, and it really isn't impossible to measure. It’s an investment. Unless you can measure its impact, you're wasting your money.
Select the right metrics for your company and ensure a regular assessment of marketing by top management in order to keep performance on track. Here, for the first time, is a book that explains the "why" as well as the "what" and the "how" of marketing metrics.
Market Leader
"This book is a big step forward in assessing marketing impact - an area which is short of regular performance management." Sir John Egan, CBI
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Most Helpful Customer Reviews
8 of 8 people found the following review helpful:
5.0 out of 5 stars
Numbers haven't been so much fun for a long time!,
By
This review is from: Marketing and the Bottom Line (Financial Times Series) (Paperback)
There are two taboo subjects in marketing. One is law and the other is accounting. Neither subject is going to cause a stampede at the book shop by marketers hungry to learn the latest jurisprudential thinking on protecting intellectual property rights or the latest research in choosing the right external metrics. Although Ambler’s Marketing and the Bottom Line may sound like a core text book that should be read by every undergraduate marketing student, it’s strength goes well beyond the bounds of academic study. To begin with, it’s a really easy book to read. And although it’s about the numbers that preoccupy the CFO and CEO, Ambler has demystified what could have been an impenetrable subject. As a second edition, it offers bags of value and actually is a much better read than the first edition. What struck me about this book is that it’s written by a marketer for marketers. The central tenant of the book is that most brand owners aren’t making marketing accountable in a way that is relevant and meaningful. But it doesn’t stop there and through some original research Ambler provides a blue print for the marketer to impress his or her boss in how to measure the value of their efforts. My favourite chapter is entitled the Fuzzy Future. Ambler issues the following health warning: “Top management should be wary of calls for oversimplification. We are not dealing with a hygiene matter where boxes can quickly be ticked before moving on. “Indeed, using marketing metrics in a mechanistic way denies their very purpose. Even if the metrics are the same, the sources of cash flow – the reasons why consumers buy and might buy more – are the discussions which the metrics should trigger.” Numbers haven’t been so much fun for a long time. Buy this book.
7 of 7 people found the following review helpful:
4.0 out of 5 stars
Insightful!,
By
This review is from: Marketing and the Bottom Line (Financial Times Series) (Paperback)
This is a marketing book unlike any other marketing book. It is really written for financial officers. In fact, at one point, author Tim Ambler actually recommends turning responsibility for marketing metrics over to the finance department. That emphasis on a hard-nosed, bottom line orientation is novel and refreshing. Ambler recognizes that one of the biggest problems marketers inflict on themselves is their failure to establish and demonstrate that money spent on marketing really does matter to the financial performance of a business. With comprehensive attention to detail, he is careful to present most of the current thinking on how to measure the value of investments in marketing. Unfortunately, his style is dense, so much of what he says may take non-experts several readings to clarify. We are grateful that his helpful executive summary goes some way toward mitigating this problem and highly recommends his comprehensive and informative material - however, an editor as ruthless as a CFO might benefit the book's own bottom line.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
Numbers haven't been so much fun for a long time!,
By
This review is from: Marketing and the Bottom Line (Financial Times Series) (Paperback)
There are two taboo subjects in marketing. One is law and the other is accounting. Neither subject is going to cause a stampede at the book shop by marketers hungry to learn the latest jurisprudential thinking on protecting intellectual property rights or the latest research in choosing the right external metrics. Although Ambler's Marketing and the Bottom Line may sound like a core text book that should be read by every undergraduate marketing student, it's strength goes well beyond the bounds of academic study. To begin with, it's a really easy book to read. And although it's about the numbers that preoccupy the CFO and CEO, Ambler has demystified what could have been an impenetrable subject. As a second edition, it offers bags of value and actually is a much better read than the first edition. What struck me about this book is that it's written by a marketer for marketers. The central tenant of the book is that most brand owners aren't making marketing accountable in a way that is relevant and meaningful. But it doesn't stop there and through some original research Ambler provides a blue print for the marketer to impress his or her boss in how to measure the value of their efforts. My favourite chapter is entitled the Fuzzy Future. Ambler issues the following health warning: "Top management should be wary of calls for oversimplification. We are not dealing with a hygiene matter where boxes can quickly be ticked before moving on. "Indeed, using marketing metrics in a mechanistic way denies their very purpose. Even if the metrics are the same, the sources of cash flow - the reasons why consumers buy and might buy more - are the discussions which the metrics should trigger." Numbers haven't been so much fun for a long time. Buy this book.
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