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Marketing Payback Robert Shaw

Marketing Payback By Robert Shaw

Marketing Payback by Robert Shaw

Reviews:
$44.99
Condition - Very Good
Only 2 left
Very Good

Summary

From hard investments to hard decisions, marketers and executives need a better framework for measuring marketing performance. This book delivers a practical and coherent set of tools and techniques to measure the effectiveness of marketing.

Marketing Payback Summary

Marketing Payback: Is Your Marketing Profitable? by Robert Shaw

Do you know if your marketing is profitable? Which activities deliver the most value? and which simply fail to deliver? 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.These are the questions thatMarketing Payback has been built to answer.

Marketing Payback Reviews

"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

About Robert Shaw

Robert Shaw is one of Europe's top experts on business modelling and economics, specialising in the study of marketing's effectiveness and return on investment. He advises the senior executive teams of many large organisations including Manchester United, IBM Global Services, BP, Direct Line, British Telecom, British Airways. He is a prolific author and has published many books, reports and articles on marketing and CRM evaluation. He acted as advisor last year to the Chartered Institute of Marketing on its Guideline on Marketing Effectiveness. The Institute of Chartered Accountants has commissioned a Good Practice Guideline from Professor Shaw.

Table of Contents

Publisher's acknowledgements Authors' acknowledgements 1 Introduction: Payback begins here Is the book for you? Who should read the book? Do I need to be Einstein to understand it? Marketing marketing The plan of the book PART I: IS MARKETING PROFITABLE? 2 Marketing's midlife crisis Is my marketing department like that? Can marketing be trusted with money? Healing marketing of its payback myopia How much is at stake? The smouldering feud: financial accounting in marketing Why change? Key points 3 Demonstrating success Is there a direct link between marketing and business results? How should you evaluate your marketing? Marketing success: a damn good story Marketing's magic numbers Marketing payback - the final financial frontier Ways of improving marketing profitability Why only profit will do What sort of profit is best? Key points 4 The laws of marketing What are empirical generalizations? Why are empirical generalizations important? Where do empirical generalizations come from? Customer satisfaction and loyalty Customer Relationship Management (CRM) Branding Distribution and availability Sales promotion Price Advertising effects Personal selling Innovation and new products Key points 5 Measuring how marketing really works Why you must measure your customers What expert help do you need? Describing and predicting customer responses Branding and the supply chain How well does branding theory measure up? How good is your market research? An ideal basket of measures Key points 6 Tracking trends and forecasting futures Can you really make accurate sales forecasts? Cutting through the jargon Patterns in data Forecasting methodology decision tree Judgemental modelling Statistical modelling Econometric modelling The process of econometric modelling Integrated forecasting and predictive modelling in action Key points 7 Avoiding decision traps Decision making in the real world Auditing and improving your decision analysis Allocating analysis time and resources better Overcoming the hurdles Becoming a better judge Becoming a better statistician Seven habits of highly effective quantitative thinkers Key points PART II: SOLUTIONS TO COMMON PROBLEMS 8 Expenditure allocation The principles of expenditure allocation What exactly do we mean by 'allocation'? Traditional 'top-down' approaches The 'above-the-line' and 'below-the-line' expenditure split Expenditure strat

Additional information

GOR004192115
9780273688846
0273688847
Marketing Payback: Is Your Marketing Profitable? by Robert Shaw
Robert Shaw
Financial Times Series
Used - Very Good
Paperback
Pearson Education Limited
2005-04-27
528
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

Customer Reviews - Marketing Payback