Join Amazon Prime and get unlimited Free One-Day Delivery. Already a member? Sign in.
Frequently Bought Together
Product details
Would you like to update product info or give feedback on images?
|
Customers Viewing This Page May Be Interested in These Sponsored Links(What is this?) |
Product Description
Product Description
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.
From the Inside Flap
Marketing Calculator – Measuring and Managing Return on Marketing Investment describes the steps necessary to make data–driven marketing decision to improve results for your company, and your career.
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.
From the Inside Flap
Marketing Calculator – Measuring and Managing Return on Marketing Investment describes the steps necessary to make data–driven marketing decision to improve results for your company, and your career.
Written with the right– and left–brained marketer in mind, this book demystifies marketing effectiveness for marketers and the rest of the executive team.
With proper measurement, metrics and analytics, marketing can be a reliable generator of real value for your company. Connecting marketing activities can increase revenue, profit and market share, putting your company on the critical path to corporate success.
In an increasingly global environment this book provides numerous case studies spanning four continents: North America, Europe, Asia and Africa. Guy Powell′s Marketing Calculator will serves as the guide book for marketers from around the globe as they navigate their way toward achievable gains in marketing productivity.
See all Product Description
Inside This Book
(Learn More)
Suggested Tags from Similar Products(What's this?)Be the first one to add a relevant tag (keyword that's strongly related to this product)
|
Customer Reviews
There are no customer reviews yet. Create your own review
| |||
Video reviews
|
 |
Look for similar items by category
Feedback
- Would you like to update product info or give feedback on images?
- I am the Author, and I want to comment on my book.
- I am the Publisher, and I want to comment on this book.
The Body Shop |
Treat Someone
With an Amazon.co.uk Gift Certificate, you can get them what they want (even if you don't know what that is). |
|||||||||
| |||||
Your Recent History
(What's this?)|
You have no recently viewed items or searches.
After viewing product detail pages or search results, look here to find an easy way to navigate back to pages you are interested in. Look to the right column to find helpful suggestions for your shopping session. |
Continue Shopping: Top Sellers
| ||||
Amazon Home | |
| International Sites: United States | Germany | France | Japan | Canada | China | |
| Business Programs: Sell on Amazon | Fulfilment by Amazon | Join Associates | Join Advantage | |
| Customer Service | Help | View Basket | Your Account | |
| About Amazon.co.uk | Careers at Amazon | |
| Conditions of Use & Sale | Privacy Notice © 1996-2009, Amazon.com, Inc. and its affiliates |