The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI / Edition 1

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Overview

Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical.

The Four Pillars of Profit-Driven Marketing is the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy executives at Booz & Company, Leslie Moeller and Edward Landry, reveal the “4 pillars of marketing," which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You'll learn how to:

  • Understand, classify, and choose Analytics
  • Put the analytics to work with the right decision-support Systems & Tools
  • Establish Processes that integrate the analytics and tools into operations
  • Use Organizational Alignment to assure company-wide acceptance and execution of the system

To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company.

By successfully integrating analytic firepower, decision support, processes, and people development, you will optimize your marketing dollars, better connect with customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved.

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Product Details

  • ISBN-13: 9780071615051
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 12/16/2008
  • Edition number: 1
  • Pages: 240
  • Product dimensions: 6.10 (w) x 9.00 (h) x 0.80 (d)

Meet the Author

Leslie Moeller is a partner at Booz &

Company where he leads the North American Consumer and Retail practice. He previously

headed the firm’s global sales and marketing

service offering.

Edward Landry is a partner at Booz &

Company with two decades of experience in

consumer industries. He focuses on strategy

development, business transformation, and

sales and marketing eff ectiveness across a

broad range of consumer businesses.

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Table of Contents

Introduction Marketing's Fifth "P" 1

Ch. 1 The Marketer's Challenge 17

Ch. 2 Marketing and ROI Microeconomics 43

Ch. 3 The Marketing ROI Mindset and Pillars 67

Ch. 4 Building Analytical Prowess 91

Ch. 5 Tools for Transforming Analytics into Working Knowledge 119

Ch. 6 Creating Process-Driven Profitability 141

Ch. 7 Aligning the Organization Around Marketing ROI 161

Ch. 8 Undertaking the Marketing ROI Transformation 183

Epilogue 211

Endnotes 214

Index 220

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