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 decisions 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.
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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 decisions 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.
Read More Show Less

Product Details

  • ISBN-13: 9781118507827
  • Publisher: Wiley
  • Publication date: 8/22/2012
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 320
  • 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

Ch. 1 Introduction to Marketing Effectiveness 3

Ch. 2 Strategy, Creative, and Execution: What You Do in the Marketplace 29

Ch. 3 Planning Around What You Can't Control: The Competition, the Consumer, the Channel, and Exogenous Factors 41

Ch. 4 The Consumer: The Most Important Component in Any Marketing-Oriented Framework 47

Ch. 5 A Framework for Capturing Marketing-Effectiveness Data: The Marketing-Accountability Framework 67

Ch. 6 Introducing the Marketing-Effectiveness Continuum 79

Ch. 7 Activity Trackers 91

Ch. 8 Campaign Measurers 117

Ch. 9 Mix Modelers 175

Ch. 10 Consumer Analyzers 213

Ch. 11 Brand Optimizers 249

Ch. 12 It's Time to Just Get Started! 257

Ch. 13 Conclusion: Put Marketing on the Critical Path to Success 273

Bibliography 277

List of Figures and Tables 283

Index 285

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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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