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Marketing calculator [[electronic resource] ] : measuring and managing return on marketing investment / / Guy R. Powell
| Marketing calculator [[electronic resource] ] : measuring and managing return on marketing investment / / Guy R. Powell |
| Autore | Powell Guy R |
| Pubbl/distr/stampa | 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. |
| ISBN |
1-283-59304-1
9786613905499 1-118-50783-5 1-118-50782-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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. |
| Record Nr. | UNINA-9910462314903321 |
Powell Guy R
|
||
| Singapore ; ; Hoboken, NJ, : John Wiley & Sons (Asia), 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing calculator [[electronic resource] ] : measuring and managing return on marketing investment / / Guy R. Powell
| Marketing calculator [[electronic resource] ] : measuring and managing return on marketing investment / / Guy R. Powell |
| Autore | Powell Guy R |
| Pubbl/distr/stampa | 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 |
| ISBN |
1-283-59304-1
9786613905499 1-118-50783-5 1-118-50782-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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. |
| Record Nr. | UNINA-9910785540303321 |
|
Powell Guy R
|
||
| Singapore ; ; Hoboken, NJ, : John Wiley & Sons (Asia), 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
