Marketing payback : is your marketing profitable?

Select an Action

Title:

Author:

Shaw, Robert, 1950-

ISBN:

9780273688846

Personal Author:

Shaw, Robert, 1950-

Publication Information:

Harlow, England ; New York : Fianancial Times/Prentice Hall, 2005.

Physical Description:

xi, 511 pages : illustrations ; 25 cm

Contents:

Introduction : payback begins here -- Marketing's midlife crisis -- Demonstrating success -- The laws of marketing -- Measuring how marketing really works -- Tracking trends and forecasting futures -- Avoiding decision traps -- Expenditure allocation -- Brand identity changes -- Brand portfolio planning -- Valuing brands -- Integrated marketing communications -- How pricing works -- How promotions work -- Customer equity optimization -- Getting better value from marketing information -- The number wizard's toolbox -- Marketing planning -- Better budgeting -- Marketing bookkeeping and accounting -- When results go wrong.

Abstract:

"If you are drowning in data yet wondering whether you sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and financial foresight, and use them to your advantage."--Jacket.

Subject Term:

Marketing.

Success in business.

Added Author:

Merrick, David, 1947-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015764372	658.8 S535M 2005	1	Searching... Unknown
Searching... 1:RCBMF	1:GEN-BOOK	000016752	658.822 SHA	1	Searching... Unknown
Searching... 1:VGBDX	1:REC-BOOK	000007758	658.822 SHA	1	Searching... Unknown
Searching... 1:VGCT	1:GEN-BOOK	000035553	658.822 SHA	1	Searching... Unknown
Searching... 1:VGDBN	1:GEN-BOOK	000013904	658.822 SHA	1	Searching... Unknown
Searching... 1:VGPTA	1:GEN-BOOK	000113902	658.822 SHA	1	Searching... Unknown

Bound With These Titles

On Order

Summary

"A landmark book, providing marketing practitioners with the tools to professionalize their marketing decision-making." Philip Kotler

Do you know if your marketing is profitable? Which activities deliver the most value? and which simply fail to deliver? These are the questions that Marketing Payback has been built to answer.

Marketing touches every aspect of your business, but marketing costs money and there are many choices to be made about where marketing budgets can be spent.

Sooner or later, every marketing executive will have to get to grips with demonstrating the contribution of marketing. From deciding whether a major campaign is worth backing, to the immediate and daily challenge of managing budgets and measuring activities.

If you are drowning in data yet wondering whether your sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and financial foresight, and use them to your advantage.

These are challenges that every business faces, and questions that every marketer will encounter. Knowing the answers to these questions will help you and your business to back the right choices, make the right decisions and deliver more profitable marketing performance.

Marketing Payback is every marketer¿s companion to sounder judgment and sharper decision-making.