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Marketing Calculator By Guy R. Powell

Marketing Calculator
by Guy R. Powell

In Stock
$12.99
+10% GST
This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI.
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Marketing Calculator Summary


Marketing Calculator: Measuring and Managing Return on Marketing Investment by Guy R. Powell

This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.

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About Guy R. Powell


Guy R. Powell has spent the last 10 years helping marketers drive strategic advantage through a clear focus on the customer supported by best in class analytics. Whether it's consumer packaged goods, high tech, financial services or just about any other industry, Guy has taken his experience from all aspects of the marketing equation, demystifying the entire topic of marketing analytics. This book served as a guide to marketers in their quest to make better decisions and deliver more growth at lower cost and risk. In 2005 Guy founded DemandROMI ( www.demoandROMI.com ), a consulting firm focused solely on helping marketers improve their tactical and strategic decision making. The time to measure and manage growth through smarter investments in marketing is NOW. Are you ready? Please visit www.marketing-calculator.com for updates and tools on this dynamic topic.

Table of Contents


Acknowledgements. Preface. Section 1: What is Marketing Effectiveness? Chapter 1. Introduction to Marketing Effectiveness. Section 2: The Marketing-Effectiveness Framework TM . Chapter 2. Strategy, Creative, and Execution: What You Do in The Marketplace. Chapter 3. Planning Around What You Can't Control: The Competition, the Consumer, the Channel, and Exogenous Factors. Chapter 4. The Consumer: The Most Important Component in Any Marketing-Oriented Framework Chapter 5. A Framework for Capturing Marketing-Effectiveness Data: The Marketing-Accountability Framework. Section 3: The Marketing-Effectiveness Continuum. Chapter 6. Introducing the Marketing-Effectiveness Continuum. Chapter 7. Activity Trackers. Chapter 8. Campaign Measurers. Chapter 9. Mix Modelers. Chapter 10. Consumer Analyzers. Chapter 11. Brand Optimizers. Section 4: The Marketing-Effectiveness Culture. Chapter 12. It's Time to Just Get Started! Chapter 13. Conclusion: Put Marketing on the Critical Path to Success. Bibliography. List of Figures and Tables. Index.

Additional information

GOR003612517
Marketing Calculator: Measuring and Managing Return on Marketing Investment by Guy R. Powell
Guy R. Powell
Used - Very Good
Paperback
John Wiley and Sons Ltd
2008-12-12
304
047082395X
9780470823958
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.