| Description |
1 online resource (304 pages) |
| Contents |
Marketing Calculator: Measuring and Managing Return on Marketing Investment; Dedication; Contents; Acknowledgments; Preface; Endnote; Section 1-What is Marketing Effectiveness?; Chapter 1-Introduction to Marketing Effectiveness; Issues and objections; Brand advertising and marketing effectiveness; Aligning marketing effectiveness with brand strategy; Marketing effectiveness: The new marketing imperative for the 21st century; The US1,000,000 question; What is marketing effectiveness?; The ROI of marketing ROI; Marketing effectiveness: The new strategic advantage |
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Marketing effectiveness and marketing objectivesMarketing effectiveness: A chapter-by-chapter overview; Endnotes; Section 2-The Marketing-Effectiveness Frameworkâ˘; Chapter 2 -Strategy, Creative, and Execution: What You Do in the Marketplace; The marketing-effectiveness frameworkâ˘; Companies and competitors; Strategy; Creative; Execution; Organizational considerations; Endnotes; Chapter 3 -Planning Around What You Can'tControl: The Competition, the Consumer, the Channel, and Exogenous Factors; The competition; The consumer; The distribution channel; Exogenous factors; Endnote |
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Chapter 4 -The Consumer: The MostImportant Component in Any Marketing-Oriented FrameworkThe consumer; Segmentation; Information processing and the purchase funnel; Product choice model/Channel choice model; Consumption and purchase behavior; Sequential purchase process; Bringing it all together; Endnotes; Chapter 5-A Framework for Capturing Marketing-Effectiveness Data: The Marketing-Accountability Framework; The marketing-accountability framework; The 4P3C1E framework; Success metrics; Endnotes; Section 3-The Marketing-Effectiveness Continuum |
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Chapter 6-Introducing the Marketing-Effectiveness ContinuumClimbing the marketing-effectiveness continuum; Endnotes; Chapter 7-Activity Trackers; Activity tracker cameo; Activity trackers; The activity tracker test; Challenges facing activity trackers; Industrial and OEM companies; Business-to-business companies; Consumer companies; Channel companies; Other companies and organizations-political, charities, NGOs, government, business-to-government; Tracking activities; Getting started as an activity tracker; 1. Tracking past activities or reconstructing the past; 2. Planning future activities |
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3. Determining your success metric or metrics4. Iterating this process to deliver continuous improvement; How can marketers improve their activity tracking?; Purchase funnel analysis; Mapping the sales and buyer's cycle; Data; Tools; Values; Becoming an activity tracker; Endnotes; Chapter 8-Campaign Measurers; Campaign-measurer cameo; Campaign measurers; Challenges facing campaign measurers; Industrial and OEM companies; Business-to-business companies; Consumer companies; Channel companies; Other companies-political, charities, NGOs, government, business-to-government |
| Summary |
This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, oeM, consumer, NGO and others) so they can quickly make them actionable |
| Notes |
Print version record |
| Subject |
Business.
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business (commercial function)
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BUSINESS & ECONOMICS -- Marketing -- General.
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Business
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| Form |
Electronic book
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| ISBN |
9781118507827 |
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1118507827 |
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