Marketing Payback 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.
"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 |