Marketing Performance: How Marketers Drive Profitable Growth
John Wiley & Sons, 25.07.2016 - 200 Seiten
Drive marketing ROI with an investor's mindset and a proven toolkit
Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions.
This isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight.
Learn how to:
Marketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business.
Was andere dazu sagen - Rezension schreiben
Combine multiple lenses to rightsize your
Put your money where your strategy is
How should I shape my messages?
Take a publishers mindset and tell stories that
How will I reach my target group?
Apply advanced analytics to drive factbased mix
Build performance partnerships with marketing
How can I drive change and sustain impact?
Infuse your organization with a return