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Marketing Calculator: Measuring and Managing Return on Marketing Investment |
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Marketing Calculator: Measuring and Managing Return on Marketing Investment |
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基本信息·出版社：John Wiley & Sons
·页码：300 页
·出版日期：2008年09月
·ISBN：047082395X
·条形码：9780470823958
·装帧：平装
·正文语种：英语
·外文书名：营销计算: 营销投资回报计算与管理
内容简介 在线阅读本书
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.
作者简介 Guy R. Powell has spent the last 10 years helping marketers drive 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 (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 www.marketing–calculator.com for updates and tools on this dynamic topic.
专业书评 Marketing calculator
Measuring and managing return on marketing investment
"If you want to measure and improve your marketing effectiveness, Guy Powell offers the best guidance. His new book shows how you can obtain and analyze data and adjust your marketing mix to optimize your performance. The book's cases richly illustrate that marketing measurement and optimization is possible." -Philip Kotler S.C. Johnson Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University
With this book effective marketing becomes a learnable skill with clear rules. Guy Powell provides an excellent road map for practitioners that need and want to bring much more transparency into their every day decisions in marketing. A must read!" - Dr. Fritz Kroeger, Vice President, A.T. Kearney GmbH
"Guy Powell has taken a tough topic and turned it into a series of manageable and doable steps. The wealth of case studies-from the simple to the complex-from around the world shows how marketing measurement and accountability can be applied in any category, business and region. It's about time." - Stan Sthanunathan, Vice President-Marketing Strategy and Insights, The Coca-Cola Company
"Guy Powell's research unlocks the mystery behind driving ROI in marketing. His well-researched concepts are illustrated through excellent case studies that will help marketers improve their strategies, grow sales faster and get more for every marketing dollar spent." - Aseem Puri, Marketing Manager, Global Fabric Cleaning Hindustan Unilever, Ltd
"Guy Powell has done a great job demystifying the concept of using analytics to drive business results. he provides a very complete 'conceptual framework' of key analytic processes and methods-providing a wide variety of case studies that makes it easy to envision how each key business function would apply to these approaches. Guy also does a very effective job of explaining the more technical aspects of statistics and analysis in terms that are actionable to both researchers and business people alike." - Mark Anton, AVP, Marketing and Sales Information, L'Oreal Consumer Products Division L'Oreal USA
