The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI (MARKETING/SALES/ADV & PROMO) - Hardcover

Moeller, Leslie; Landry, Edward

Hardcover

ISBN 10: 0071615059 ISBN 13: 9780071615051

Verlag: McGraw Hill, 2009

Inhaltsangabe

Book by Leslie Moeller Edward Landry Theodore B Kinni

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Reseña del editor

Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical.

The Four Pillars of Profit-Driven Marketing is the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy executives at Booz & Company, Leslie Moeller and Edward Landry, reveal the “4 pillars of marketing," which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You'll learn how to:

• Understand, classify, and choose Analytics
• Put the analytics to work with the right decision-support Systems & Tools
• Establish Processes that integrate the analytics and tools into operations
• Use Organizational Alignment to assure company-wide acceptance and execution of the system

To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company.

By successfully integrating analytic firepower, decision support, processes, and people development, you will optimize your marketing dollars, better connect with customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved.

Contraportada

The First Proven System for Maximizing Your Marketing Spend!

The Four Pillars of Profit-Driven Marketing helps you achieve what has always eluded marketers--an accurate determination of marketing ROI. Inside, you'll find the secrets to maximizing return on every marketing dollar spent by combining modern measurement technologies and contemporary organizational design. Apply the “4 pillars” of marketing, and you will strengthen connections with customers, improve creativity and accountability within your organization, and attain the new, fifth “p” of marketing-profit.

“A tested, systematic approach for determining payback from marketing, including new media. If you think brand building is too important to waste money on, commit yourself to the strategic imperatives outlined in this valuable book today.”
—Nick Wreden, CEO, FusionBrand, and author, ProfitBrand: How to Increase the Profitability, Accountability and Sustainability of Brands

“[This] book provides a compelling case for marketing ROI tools and provides a road map for how to make it a critical part of your organization.”
—David Norton, Senior Vice President and Chief Marketing Officer, Harrah’s

Über diese Auflage

• Verlag: McGraw Hill
• Erscheinungsdatum: 2009
• ISBN 10: 0071615059
• ISBN 13: 9780071615051
• Einband: Tapa dura
• Anzahl der Seiten: 240