LEADER 05043nam 2200745Ia 450 001 9910809425003321 005 20200520144314.0 010 $a1-55458-125-7 010 $a1-4356-4448-4 024 7 $a10.51644/9781554581252 035 $a(CKB)1000000000483065 035 $a(OCoLC)568535539 035 $a(CaPaEBR)ebrary10220378 035 $a(SSID)ssj0000268575 035 $a(PQKBManifestationID)11229401 035 $a(PQKBTitleCode)TC0000268575 035 $a(PQKBWorkID)10235350 035 $a(PQKB)11534494 035 $a(CaPaEBR)422860 035 $a(CaBNvSL)thg00604222 035 $a(MiAaPQ)EBC3255583 035 $a(MiAaPQ)EBC3050359 035 $a(OCoLC)1016601137 035 $a(MdBmJHUP)muse48107 035 $a(Au-PeEL)EBL3050359 035 $a(CaPaEBR)ebr10227074 035 $a(OCoLC)922951266 035 $a(DE-B1597)667499 035 $a(DE-B1597)9781554581252 035 $a(EXLCZ)991000000000483065 100 $a20071108d2008 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aVulcans, earthlings and marketing ROI $egetting finance, marketing and advertising onto the same planet /$fDavid Rutherford and Jonathan Knowles 205 $a1st ed. 210 $aWaterloo, Ont. $cWilfrid Laurier University Press$dc2008 215 $a1 online resource (172 p.) 300 $aCo-published by the Institute of Communication Agencies. 311 $a1554580316 311 $a1-55458-031-5 320 $aIncludes bibliographical references (p. 135-137) and index. 327 $tFront Matter -- $tContents -- $tForeword from the ICA -- $tPreface -- $tIntroduction -- $tFinding Common Ground -- $tAccountability and ROI -- $tA Trilingual Story -- $tNo Simple Answer -- $tWhat Business Are You In? -- $tWords, Words, Words -- $tThe Two Meanings of Value -- $tVulcans and Earthlings -- $tAgreeing What Brands Are -- $tAgreeing That Brands Are Valuable -- $tBrand Equity?Marketing and Advertising Version -- $tBrand Equity?Finance Version -- $tThe Idea of Utility?Removing Some Myths -- $tThe Idea of Intangible Assets -- $tProfit, Growth and Risk -- $tWinning Hearts and Minds -- $tWhat Would Emerson Say? -- $tThe Marketing Mindset -- $tThe Brand Mindset -- $tShort- and Long-Term Roles -- $tChoosing amongst the Possibilities -- $tAdvertising as Investment -- $tAdvertising?s Impact on Profitability -- $tAdvertising?s Long-Term Effect -- $tThe Long Term, from Another Perspective -- $tThe Erosive Effect of Not Advertising -- $tThe Value of Marketing -- $tCreating a Shared Accountability Culture -- $tThe Need for Teamwork?Led from the Top -- $tMeasurability -- $tThe ?Now and Later? Mindset -- $tDefining the Causal Model -- $tThe Sales Funnel Model -- $tThe Brand Value Chain Model -- $tWhat to Measure -- $tDrilling Down -- $tMeasuring Brand Equity -- $tBrand Valuation?When to Do It -- $tBrand Valuation?How to Do It -- $tScorecards and Dashboards -- $tThe Unisys Example -- $tDrawing the Strands Together -- $tA Final Word -- $tUseful Links -- $tGlossary -- $tReferences -- $tDiagram Sources -- $tIndex -- $tEasy Reference Card?The Value of Marketing 330 $aCo-published with the Institute of Communication Agencies Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It?s a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question ?Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?? In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort. 606 $aAdvertising$xRate of return 606 $aBrand name products$xValuation 606 $aMarketing$xFinance 606 $aRate of return 615 0$aAdvertising$xRate of return. 615 0$aBrand name products$xValuation. 615 0$aMarketing$xFinance. 615 0$aRate of return. 676 $a658.8 700 $aRutherford$b David$01612398 701 $aKnowles$b Jonathan$01141078 712 02$aInstitute of Communication Agencies. 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910809425003321 996 $aVulcans, earthlings and marketing ROI$93941163 997 $aUNINA