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The First Proven System for Maximizing Your Marketing Spend!
The Four Pillars of Profit-Driven Marketing helps you achieve what has always eluded marketers—an accurate determination of marketing ROI. Inside, you'll find the secrets to maximizing return on every marketing dollar spent by combining modern measurement technologies and contemporary organizational design. Apply the “4 pillars” of marketing, and you will strengthen connections with customers, improve creativity and accountability within your organization, and attain the new, fifth “p” of marketing-profit.
“A tested, systematic approach for determining payback from marketing, including new media. If you think brand building is too important to waste money on, commit yourself to the strategic imperatives outlined in this valuable book today.”
—Nick Wreden, CEO, FusionBrand, and author, ProfitBrand: How to Increase the Profitability, Accountability and Sustainability of Brands
“[This] book provides a compelling case for marketing ROI tools and provides a road map for how to make it a critical part of your organization.”
—David Norton, Senior Vice President and Chief Marketing Officer, Harrah’s
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