Marketing calculator [[electronic resource] ] : measuring and managing return on marketing investment / / Guy R. Powell
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| Autore: |
Powell Guy R
|
| Titolo: |
Marketing calculator [[electronic resource] ] : measuring and managing return on marketing investment / / Guy R. Powell
|
| Pubblicazione: | Singapore ; ; Hoboken, NJ, : John Wiley & Sons (Asia), 2008 |
| Descrizione fisica: | 1 online resource (xiv, 288 p. ) : ill |
| Disciplina: | 658.8 |
| Soggetto topico: | Marketing - Management |
| Marketing - Cost effectiveness | |
| Soggetto genere / forma: | Electronic books. |
| 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 measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. |
| Titolo autorizzato: | Marketing calculator |
| ISBN: | 1-283-59304-1 |
| 9786613905499 | |
| 1-118-50783-5 | |
| 1-118-50782-7 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910462314903321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |