Frequently Bought Together
Customers Who Bought This Item Also Bought
Marketing Metrics: 50+ Metrics Every Executive Should Master by Paul W. Farris |
Marketing Metrics: How to Create Accountable Marketing Plans that Really Work by John Davis |
by Prof Tim. Ambler
|
Marketing Payback: Is Your Marketing Profitable? (Financial Times Series) by Prof Robert Shaw |
by David Meerman Scott
|
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
This is a 2004 Berry-American Marketing Association book prize finalist! 'This book is an indispensable, step-by-step guide to calculating what works and what doesn't in the notoriously difficult to measure areas of marketing and public relations. When a CEO wants to know what he or she got for their investment in marketing, the processes and formulas presented in Marketing ROI help get to the most credible answer possible. More importantly, marketers can now confidently eliminate waste from their budgets and improve productivity' - Tom Nicholson, Former Director Public Relations and Communications, Sears, Roebuck and Co.A powerful program for making every marketing dollar count by accurately measuring its impact on your company's bottom line Return on investment (ROI) is today's key business tool for measuring how effectively a company uses its assets, yet few marketing managers receive any ROI training at all. "Marketing ROI" changes that, showing marketing practitioners at all levels how to employ ROI and other financial tools to quantify their organizations' strategic marketing decisions and maximize the incremental profits generated by each dollar invested in their marketing programs.The first comprehensive, easy-to-follow guidebook on using ROI to improve the effectiveness of virtually any marketing program, this results-focused book provides step-by-step guidelines on how your organization can: align marketing measurements and goals with operational objectives; track marketing performance and provide feedback for improvements; and, include all decision makers in the success of its marketing program. For far too long, marketing efforts and expenditures have been seen as a world unto themselves that logically and logistically separate from labor, plant, and other more traditional costs. "Marketing ROI" presents a program for removing the veil of mystery from marketing efficiency by measuring the validity and success of marketing investments and dramatically improving the ROI for each dollar spent in your organization's marketing program.' The goal of this book is to serve as a comprehensive guide for effectively using marketing ROI to improve profitability. There is tremendous opportunity to have an impact on profitability at the campaign, customer, and corporate levels. The information presented will provide insight to executives, marketers, financial managers, and research analysts' - From the Introduction."Marketing ROI" presents an idea whose time has come. The idea? That marketing is an integral component of any organization's profitability (or lack thereof), and it is reasonable - in fact, beneficial - for executives to expect a measurable return on marketing investment, just as they expect returns on capital, technology, and other essential expenditures. Built around a straightforward formula that can be adapted and implemented by organizations to match their own operational and financial requirements, "Marketing ROI" follows a three-step process for introducing, understanding, and implementing marketing ROI: Understand ROI Principles - Introduces key concepts for and the rationale behind marketing ROI; Build the ROI Formula - Explains techniques and examples for measuring marketing ROI and aligning measures with decisions; and, Applying Marketing ROI - Provides methodologies and strategic applications for implementing, standardizing, and managing marketing ROI.Today's increasingly intense competitive environment, coupled with constant demands to improve shareholder value, has ratcheted up the pressure on companies to increase spending efficiency whenever and wherever possible. But with traditional paths to profitability more crowded than ever, companies are finding it virtually impossible to gain meaningful ground while using the same concepts and calculations as their competitors. Businesses need an approach that compares virtually every marketing investment with its incremental return, improves the measurements of the financial value of an organization's marketing investments, and ensures that the underlying principles remain valid."Marketing ROI" presents a new and better way to strengthen your competitive position by solidifying the tracking of your marketing expenses. Let it show you a proven path to accurately measure the efficiency and effectiveness of each of your marketing expenses - from targeted price reductions to direct marketing campaigns to revamped distribution channels - and use that data to increase the bottom-line return for every marketing decision you make.
From the Back Cover
A 2004 Berry-American Marketing Association Book Prize Finalist!
"This book is an indispensable, step-by-step guide to calculating what works and what doesn’t in the notoriously difficult to measure areas of marketing and public relations. When a CEO wants to know what he or she got for their investment in marketing, the processes and formulas presented in Marketing ROI help get to the most credible answer possible. More importantly, marketers can now confidently eliminate waste from their budgets and improve productivity."
-Tom Nicholson, Former Director Public Relations and Communications, Sears, Roebuck and Co.
A powerful program for making every marketing dollar count by accurately measuring its impact on your company's bottom line
Return on investment (ROI) is today's key business tool for measuring how effectively a company uses its assets, yet few marketing managers receive any ROI training at all. Marketing ROI changes that, showing marketing practitioners at all levels how to employ ROI and other financial tools to quantify their organizations' strategic marketing decisions and maximize the incremental profits generated by each dollar invested in their marketing programs.
The first comprehensive, easy-to-follow guidebook on using ROI to improve the effectiveness of virtually any marketing program, this results-focused book provides step-by-step guidelines on how your organization can:
- Align marketing measurements and goals with operational objectives
- Track marketing performance and provide feedback for improvements
- Include all decision makers in the success of its marketing program
For far too long, marketing efforts and expenditures have been seen as a world unto themselves, logically and logistically separate from labor, plant, and other more traditional costs. Marketing ROI presents a program for removing the veil of mystery from marketing efficiency by measuring the validity and success of marketing investments and dramatically improving the ROI for each dollar spent in your organization's marketing program.
"The goal of this book is to serve as a comprehensive guide for effectively using marketing ROI to improve profitability. There is tremendous opportunity to have an impact on profitability at the campaign, customer, and corporate levels. The information presented will provide insight to executives, marketers, financial managers, and research analysts."
--From the Introduction
Marketing ROI presents an idea whose time has come. The idea? That marketing is an integral component of any organization's profitability (or lack thereof), and it is reasonable--in fact, beneficial--for executives to expect a measurable return on marketing investment, just as they expect returns on capital, technology, and other essential expenditures.
Built around a straightforward formula that can be adapted and implemented by organizations to match their own operational and financial requirements, Marketing ROI follows a three-step process for introducing, understanding, and implementing marketing ROI:
- Understand ROI Principles: Introduces key concepts for and the rationale behind marketing ROI
- Build the ROI Formula: Explains techniques and examples for measuring marketing ROI and aligning measures with decisions
- Applying Marketing ROI: Provides methodologies and strategic applications for implementing, standardizing, and managing marketing ROI
Today's increasingly intense competitive environment, coupled with constant demands to improve shareholder value, has ratcheted up the pressure on companies to increase spending efficiency whenever and wherever possible. But with traditional paths to profitability more crowded than ever, companies are finding it virtually impossible to gain meaningful ground while using the same concepts and calculations as their competitors. Businesses need an approach that compares virtually every marketing investment with its incremental return, improves the measurements of the financial value of an organization's marketing investments, and ensures that the underlying principles remain valid.
Marketing ROI presents a new and better way to strengthen your competitive position by solidifying the tracking of your marketing expenses. Let it show you a proven path to accurately measure the efficiency and effectiveness of each of your marketing expenses--from targeted price reductions to direct marketing campaigns to revamped distribution channels--and use that data to increase the bottom-line return for every marketing decision you make.
See all Product Description
Investment or expense? How a company manages its marketing budget drives not only how well the marketing organization can perform, but also how well the company can perform. Read the first page
Concordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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)
|
What Do Customers Ultimately Buy After Viewing This Item?
 |
65% buy the item featured on this page: Marketing ROI: The Path To Campaign, Customer, And Corporate Profitability£22.49 |
 |
24% buy Marketing Metrics: 50+ Metrics Every Executive Should Master £20.99 |
 |
11% buy Key Marketing Metrics: The 50+ Metrics Every Manager Needs to Know (Financial Times Series)£19.54 |
Customer Reviews
There are no customer reviews yet. Create your own review
| |||
Video reviews
|
|
Listmania!
Look for similar items by category
- Books > Business, Finance & Law > Management
- Books > Business, Finance & Law > Professional Finance > Corporate
- Books > Business, Finance & Law > Professional Finance > Investments & Securities
- Books > Business, Finance & Law > Sales & Marketing > Advertising
- Books > Business, Finance & Law > Sales & Marketing > Product Management
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.
Managing Your Customers as... |
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). |
|||||||||
Make sure you always get what you want with an Amazon.co.uk 
| |||||
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 |