Marketing Payback: Is Your Marketing Profitable? (Financial Times Series) - Softcover

Robert, Shaw; David, Merrick

Softcover

ISBN 10: 0273688847 ISBN 13: 9780273688846

Verlag: Financial Times Prentice Hall, 2005

Inhaltsangabe

Book by Shaw Robert Merrick David

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Críticas:

"This interesting book... offers a wealth of ways to improve the financial and business credibility of their function." - The Value Partnership "Top of my list is Marketing Payback" Market Leader

Reseña del editor:

"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 thatMarketing 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.

Über diese Auflage

• Verlag: Financial Times Prentice Hall
• Erscheinungsdatum: 2005
• ISBN 10: 0273688847
• ISBN 13: 9780273688846
• Einband: Tapa blanda
• Anzahl der Seiten: 528