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Record Nr. |
UNINA9910825885403321 |
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Autore |
Powell Guy R |
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Titolo |
Marketing calculator : measuring and managing return on marketing investment / / Guy R. Powell |
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Pubbl/distr/stampa |
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Singapore ; ; Hoboken, NJ, : John Wiley & Sons (Asia), 2008 |
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ISBN |
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1-283-59304-1 |
9786613905499 |
1-118-50783-5 |
1-118-50782-7 |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (xiv, 288 p. ) : ill |
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Disciplina |
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Soggetti |
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Marketing - Management |
Marketing - Cost effectiveness |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Bibliographic Level Mode of Issuance: Monograph |
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Nota di bibliografia |
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Includes bibliographical references (p. [277]-281) and index. |
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Nota di contenuto |
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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. |
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Sommario/riassunto |
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Uncovers the components of driving increased marketing effectiveness. This book demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their |
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