Marketing Payback: Is Your Marketing Profitable? (Financial Times Series)

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9780273688846: Marketing Payback: Is Your Marketing Profitable? (Financial Times Series)

Do you know if your marketing is profitable?  Which activities deliver the most value? and which simply fail to deliver?    Knowing the answers to these questions will help you and your business to back the right choices, make the right decisions and deliver more profitable marketing performance.These are the questions thatMarketing Payback has been built to answer.


  • Marketing value is THE emerging topic in marketing. Over two-thirds of the UK's Marketing Leadership Council membership see marketing accountability as more important than ever before. (FT, 14 October 2003).
  • Top quality endorsements from Philip Kotler, Jack Trout, Jean-Claude Larrache.
  • Marketing value is increasingly finding interest in business schools. Teachers at Business Schools and internal business academics will find clear expositions for teaching, along with discussion questions. This book is based on a successful executive education programme at Cranfield.
  • Principles of evaluating marketing decisions are not to be found anywhere, not even in Kotler.
  • Worked examples of evaluations ease the difficult process of turning principles into action.
  • Case studies from successful companies, checklists and summaries throughout.

 

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

From the Back Cover:

Do you know if your marketing is profitable?   Knowing the answer to this question will serve you and your business well. It is the question thatMarketing Payback has been built to answer.

¿This is a landmark book in providing marketing practitioners with the concepts and practical tools to professionalize their marketing decision making and to provide senior management with a financial accounting for their marketing results.¿

 

Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing,

Kellogg School of Management, Northwestern University

 

¿Finally, someone has put the financial aspects of marketing in the proper perspective in a useful and usable way in understandable language.¿

Don E. Schultz, Ph D, Professor Emeritus-in-Service, Integrated Marketing Communications Department, Northwestern University.

 

¿Accountability and measurement of marketing success is crucial to any business.  This book is a must have for all marketers who want to demonstrate the value of marketing activity and be taken seriously in the boardroom.¿ 

Ray Perry, Director, Chartered Institute of Management Accountants

 

"There is a huge knowledge gap between finance and marketing in most organizations today. This illuminating book explains the black art of marketing and its financial consequences in a way that bridges this gap. It will enable managers to gain valuable insights from marketing results and thus help to direct their future marketing investments to maximize their payback. Essential reading for all marketing professionals and their finance colleagues.

Jeremy Hope, Director of the Beyond Budgeting Round Table and author of ¿Beyond Budgeting¿

 

¿The debate, regarding the effectiveness of marketing spend, has raged for some time.  Here is the definitive reference book on the subject of marketing payback, it is not just a ¿must read¿ for marketers, but also for Finance Directors and CEOs.¿

Sir Roy Gardner, Chief Executive of Centrica plc and Chairman of Manchester United

 

¿Good marketing creates good businesses ¿ the imperative for marketers today is to prove the case by creating transparent and measurable results ¿ this book clearly shows the way.¿

David Galloway, General Manager Sales, BOC

About the Author:

Robert Shaw is one of Europe¿s top experts on business modelling and economics, specialising in the study of marketing¿s effectiveness and return on investment. He advises the senior executive teams of many large organisations including Manchester United, IBM Global Services, BP, Direct Line, British Telecom, British Airways. He is a prolific author and has published many books, reports and articles on marketing and CRM evaluation. He acted as advisor last year to the Chartered Institute of Marketing on its Guideline on Marketing Effectiveness. The Institute of Chartered Accountants has commissioned a Good Practice Guideline from Professor Shaw.

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RobertShaw; Merrick David
Editore: Financial Times Prentice Hall (2005)
ISBN 10: 0273688847 ISBN 13: 9780273688846
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