Marketing Payback by Robert Shaw
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.
"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
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.
| SKU | Unavailable |
| ISBN 13 | 9780273688846 |
| ISBN 10 | 0273688847 |
| Title | Marketing Payback |
| Author | Robert Shaw |
| Series | Financial Times Series |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Pearson Education Limited |
| Year published | 2005-04-27 |
| Number of pages | 528 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |