Marketing and the Bottom Line by Tim Ambler
Marketing isn't special, it isn't different, it isn't impossible to measure. Its an investment. Unless you can measure its impact, you're wasting your money.
"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 | Unavailable |
| ISBN 13 | 9780273661948 |
| ISBN 10 | 0273661949 |
| Title | Marketing and the Bottom Line |
| Author | Tim Ambler |
| Series | Financial Times Series |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Pearson Education Limited |
| Year published | 2003-05-08 |
| Number of pages | 336 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |