Marketing Calculator: Measuring and Managing Return on Marketing Investment [NOOK Book]

Overview

Marketing Calculator - Measuring and Managing Return on Marketing Investment describes the steps necessary to make data-driven  marketing decision to improve results for your company, and your career.

Written with the right- and left-brained marketer in mind, this book demystifies marketing effectiveness for marketers and the rest of the executive team.

With proper measurement, metrics and analytics, marketing can be a reliable generator ...

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Marketing Calculator: Measuring and Managing Return on Marketing Investment

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Overview

Marketing Calculator - Measuring and Managing Return on Marketing Investment describes the steps necessary to make data-driven  marketing decision to improve results for your company, and your career.

Written with the right- and left-brained marketer in mind, this book demystifies marketing effectiveness for marketers and the rest of the executive team.

With proper measurement, metrics and analytics, marketing can be a reliable generator of real value for your company. Connecting marketing activities can increase revenue, profit and market share, putting your company on the critical path to corporate success.

In an increasingly global environment this book provides numerous case studies spanning four continents: North America, Europe, Asia and Africa. Guy Powell's Marketing Calculator will serves as the guide book for marketers from around the globe as they navigate their way toward achievable gains in marketing productivity.

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Product Details

  • ISBN-13: 9781118507827
  • Publisher: Wiley
  • Publication date: 8/22/2012
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 320
  • Sales rank: 1,202,681
  • File size: 2 MB

Meet the Author

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.

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Table of Contents

Acknowledgements.

Preface.

Section 1: What is Marketing Effectiveness?

Chapter 1. Introduction to Marketing Effectiveness.

Section 2: The Marketing-Effectiveness FrameworkTM.

Chapter 2. Strategy, Creative, and Execution: What You Do in The Marketplace.

Chapter 3. Planning Around What You Can't Control: The Competition, the Consumer, the Channel, and Exogenous Factors.

Chapter 4. The Consumer: The Most Important Component in Any Marketing-Oriented Framework

Chapter 5. A Framework for Capturing Marketing-Effectiveness Data: The Marketing-Accountability Framework.

Section 3: The Marketing-Effectiveness Continuum.

Chapter 6. Introducing the Marketing-Effectiveness Continuum.

Chapter 7. Activity Trackers.

Chapter 8. Campaign Measurers.

Chapter 9. Mix Modelers.

Chapter 10. Consumer Analyzers.

Chapter 11. Brand Optimizers.

Section 4: The Marketing-Effectiveness Culture.

Chapter 12. It's Time to Just Get Started!

Chapter 13. Conclusion: Put Marketing on the Critical Path to Success.

Bibliography.

List of Figures and Tables.

Index.

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted January 6, 2013

    Not formatted for nook

    Bad. If you like 5 to 10 words per page, this is for you. Cannot comment on content as I couldn't get past the formatting.

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