Marketing and the Bottom Line by Tim Ambler

Marketing and the Bottom Line by Tim Ambler

"The subject is critically important and Ambler's ideas are provocative."                                                                                           Philip Kotler " Far and away the best book for a senior manager who is interested in understanding marketing's impact on his or her organization."                                                     Journal of Marketing, January 04 Marketing really isn't different, and it really isn't impossible to measure. It’s an investment. Unless you can measure its impact, you're wasting your money. Select the right metrics for your company and ensure a regular assessment of marketing by top management in order to keep performance on track. Here, for the first time, is a book that explains the "why" as well as the "what" and the "how" of marketing metrics. How much attention does your board give to the sources of cash flow? Perhaps what gets measured is not always what gets done but it's a start. This book explains the reasons for regular marketing assessment by the whole board, key marketplace metrics, and assessing the firm's state of innovation health. Improved marketing requires employees to change what they do, and the way that they do it.   Most companies don't have a clear picture of their marketing performance. Now is the time to see what you are doing. Clarity of goals and assessment of performance separate the professional from the amateur; and only the professionals win.   " It is time that marketing stood up and was counted. Literally. This book is the enabler.  It's not full of prescriptive rules. Instead it poses questions to ask, suggests possible measurements to make and details experiences from real companies. It does not suffer from consultant speak and is grounded in the reality of the struggle to "make marketing accountable. It is important for the future of marketing."                                                                                        Market Leader   "A blue print for the marketer to impress his or her boss in how to measure the value of their efforts.  Numbers haven't been so much fun for a long time. Buy this book."                                                                             &

"The subject is critically important and Ambler's ideas are provocative"                                                               Philip Kotler " Far and away the best book for a senior manager who is interested in understanding marketing's impact on his or her organization."                                                                Journal of Marketing, January 04 "It is time that marketing stood up and was counted. Literally. This book is the enabler. It's not full of prescriptive rules. Instead it poses questions to ask, suggests possible measurements to make and details experiences from real companies. It does not suffer from consultant speak and is grounded in the reality of the struggle to "make marketing accountable. It is important for the future of marketing." Market Leader "Marketers need to be far more accountable, and this book shows them not just how to provide measures of success but also how to achieve top management consensus about marketing investment. " Ken Bishop, Director of Marketing, IBM UK "This is a succinct, witty and mould-breaking book on a very important topic. It should be read by all senior managers and marketers." Professor Hugh Davidson, Cranfield School of Management "This book is a big step forward in assessing marketing impact - an area which is short of regular performance management." Sir John Egan, CBI "Although Ambler's 'Marketing and the Bottom Line' may sound like a core text book that should be read by every undergraduate marketing student, its strength goes well beyond the bounds of academic study. To begin with, it's a really easy book to read. And although it's about the numbers that preoccupy the CFO and CEO, Ambler has demystified what could have been an impenetrable subject. What struck me about this book is that it's written by a marketer for marketers. The central tenant of the book is that most brand owners aren't making marketing accountable in a way that is relevant and meaningful. But it doesn't stop there and through some original research Ambler provides a blue print for the marketer to impress his or her boss in how to measure the value of their efforts. Numbers haven't been so much fun for a long time. Buy this book." Brand Republic

SKU	Nicht verfügbar
ISBN 13	9780273661948
ISBN 10	0273661949
Titel	Marketing and the Bottom Line
Autor	Tim Ambler
Serie	Financial Times Series
Buchzustand	Nicht verfügbar
Bindungsart	Paperback
Verlag	Pearson Education Limited
Erscheinungsjahr	2003-05-08
Seitenanzahl	336
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Hinweis	Nicht verfügbar