Raindancing: Why Rational Beats Ritual - Hardcover

Granger, Glenn

Hardcover

ISBN 10: 1780884850 ISBN 13: 9781780884851

Verlag: Matador, 2013

Inhaltsangabe

This groundbreaking book launches a passionate crusade for ‘rational marketing’ – based on facts and data, rather than guesswork, traditions and raindancing. Marketing without measurement is myth. “Until now,” says Glenn Granger, “marketers have been flying blind. Even the big brands that can afford to pay consultants for data modelling and forecasting are only getting snapshots, retrospectively, once or twice a year. And media costs are high, so the numbers can be huge. Nowhere outside marketing are millions invested – or gambled – with so little analysis and scrutiny.” How different would business be if powerful modelling tools that were as easy to use as spreadsheets or word processors could be there on every marketer’s desktop? What if these tools could help with everyday decisions, like whether to take up a media owner’s last-minute 3-for-2 offer, and whether a price cut would be a great move or commercial suicide? Bringing rational accountability to marketing is not about deskilling. It is about giving the marketer a new power to fine tune campaign spending, defend budgets and predict the impact of specific initiatives. Glenn Granger draws on his own high-level consulting and business experience to make the case for this urgently-needed marketing revolution. His upbeat, non-technical style makes Raindancing startling, vivid and vital reading for chief executives, finance directors, CMOs and everyone who works in marketing.

Über diesen Titel

Über die Autorin bzw. den Autor

Glenn Granger is an expert in marketing analytics, modelling and forecasting. He founded a highly successful consultancy, Edge, which was acquired in 2002 by Accenture, and has tackled marketing effectiveness and payback projects in 30 countries. He has worked with top brands, consultancies and agencies, and is now one of the leading proponents of the ‘rational marketing’ revolution.

Details zur Ausgabe

• Verlag: Matador
• Erscheinungsdatum: 2013
• Sprache: Englisch
• ISBN 10: 1780884850
• ISBN 13: 9781780884851
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 304
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar