Marketing payback : is your marketing profitable? / Robert Shaw and David Merrick.
"If you are drowning in data yet wondering whether you sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and financial foresight, and use them to y...
Saved in:
| Main Author: | |
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| Other Authors: | |
| Format: | Book |
| Language: | English |
| Published: |
Harlow, England ; New York :
Fianancial Times/Prentice Hall,
2005.
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| Subjects: |
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| 245 | 1 | 0 | |a Marketing payback : |b is your marketing profitable? / |c Robert Shaw and David Merrick. |
| 264 | 1 | |a Harlow, England ; |a New York : |b Fianancial Times/Prentice Hall, |c 2005. | |
| 300 | |a xi, 511 pages : |b illustrations ; |c 25 cm | ||
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| 504 | |a Includes bibliographical references (pages 488-496) and index. | ||
| 505 | 0 | 0 | |g 1. |t Introduction : payback begins here -- |g 2. |t Marketing's midlife crisis -- |g 3. |t Demonstrating success -- |g 4. |t The laws of marketing -- |g 5. |t Measuring how marketing really works -- |g 6. |t Tracking trends and forecasting futures -- |g 7. |t Avoiding decision traps -- |g 8. |t Expenditure allocation -- |g 9. |t Brand identity changes -- |g 10. |t Brand portfolio planning -- |g 11. |t Valuing brands -- |g 12. |t Integrated marketing communications -- |g 13. |t How pricing works -- |g 14. |t How promotions work -- |g 15. |t Customer equity optimization -- |g 16. |t Getting better value from marketing information -- |g 17. |t The number wizard's toolbox -- |g 18. |t Marketing planning -- |g 19. |t Better budgeting -- |g 20. |t Marketing bookkeeping and accounting -- |g 21. |t When results go wrong. |
| 520 | 1 | |a "If you are drowning in data yet wondering whether you sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and financial foresight, and use them to your advantage."--Jacket. | |
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