|
|
|
|
|
|
|
|
1. |
Record Nr. |
UNINA9910462314903321 |
|
|
Autore |
Powell Guy R |
|
|
Titolo |
Marketing calculator [[electronic resource] ] : measuring and managing return on marketing investment / / Guy R. Powell |
|
|
|
|
|
|
|
Pubbl/distr/stampa |
|
|
Singapore ; ; Hoboken, NJ, : John Wiley & Sons (Asia), 2008 |
|
|
|
|
|
|
|
ISBN |
|
1-283-59304-1 |
9786613905499 |
1-118-50783-5 |
1-118-50782-7 |
|
|
|
|
|
|
|
|
Descrizione fisica |
|
1 online resource (xiv, 288 p. ) : ill |
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
Soggetti |
|
Marketing - Management |
Marketing - Cost effectiveness |
Electronic books. |
|
|
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Note generali |
|
Bibliographic Level Mode of Issuance: Monograph |
|
|
|
|
|
|
Nota di bibliografia |
|
Includes bibliographical references (p. [277]-281) and index. |
|
|
|
|
|
|
Nota di contenuto |
|
Acknowledgements. Preface. Section 1: What is Marketing Effectiveness? Chapter 1. Introduction to Marketing Effectiveness. Section 2: The Marketing-Effectiveness Framework TM . 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. |
|
|
|
|
|
|
|
|
Sommario/riassunto |
|
Uncovers the components of driving increased marketing effectiveness. This book demystifies how marketers can significantly improve their |
|
|
|
|