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

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Overview

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

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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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