Marketing Performance: How Marketers Drive Profitable Growth

Cover
John Wiley & Sons, 25.07.2016 - 208 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:

  • Increase sales with smarter fund allocation
  • Reduce marketing costs without sacrificing effectiveness
  • Strengthen the role of marketing with quantified ROI
  • Build capabilities for sustainable performance improvements

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.

Im Buch

 

Ausgewählte Seiten

Inhalt

Combine multiple lenses to rightsize your
1
Put your money where your strategy is
19
How should I shape my messages?
35
Take a publishers mindset and tell stories that
51
How will I reach my target group?
71
Apply advanced analytics to drive factbased mix
89
incremental benefit
107
Build performance partnerships with marketing
127
How can I drive change and sustain impact?
143
Infuse your organization with a return
159
Credits
177
Urheberrecht

Andere Ausgaben - Alle anzeigen

Marketing Performance: How Marketers Drive Profitable Growth
Thomas Bauer,Tjark Freundt,Jonathan Gordon,Jesko Perrey,Dennis Spillecke
Eingeschränkte Leseprobe - 2016
Marketing Performance: How Marketers Drive Profitable Growth
Thomas Bauer,Tjark Freundt,Jonathan Gordon,Jesko Perrey,Dennis Spillecke
Eingeschränkte Leseprobe - 2016

Häufige Begriffe und Wortgruppen

activities actually advertising agency allocation analysis analytics apply approach attention attributes audience average brand build business units buying campaign changes Chapter combination communication company’s competitors consider consumers conversion cost countries create creative criteria CURRENCY customers decision differentiated direct don’t drive effect effort example executives Exhibit experience fact funds given growth impact important increase incremental industry insights instruments investment keep look marketing budget MARKETING PERFORMANCE matter McKinsey messages million modelling objectives opportunities optimization organization percent position profit providers purchase reach relevant result retailer segment share sizing social solution Source specific spending story storytelling success sure target group tell things tion tool touch points users

Autoren-Profil (2016)

THOMAS BAUER joined McKinsey in 2001 and is based in Munich. As a Senior Expert in McKinsey's marketing strategy group he serves clients across industries and geographies on topics such as marketing spend effectiveness and brand management. Thomas co-leads the Marketing Navigator, a McKinsey technology solution for marketing performance optimization.

TJARK FREUNDT is a Partner in McKinsey's Hamburg office. He joined McKinsey in 2001 and is co-leader of the EMEA Marketing and Sales Practice. Tjark leads McKinsey's global service line for brand management and marketing effectiveness. His main areas of activity are logistics, energy, and chemicals. He is the author of many articles and books such as Power Brands.

JONATHAN GORDON is a Partner in New York. He joined McKinsey in 1995 and is the leader of the global marketing strategy service line. He helps consumer companies construct marketing strategies and build capabilities that drive top-line growth, spanning financial services, packaged goods, and automotive.

JESKO PERREY is a Senior Partner at McKinsey and based in Dusseldorf. He joined McKinsey in 1999 and is global leader of the Marketing and Sales Practice. He serves clients across multiple industries and a broad range of topics such as commercial transformation, marketing ROI, branding, customer experience, digital marketing, and advanced analytics. He is the author of Power Brands and Retail Marketing and Branding.

DENNIS SPILLECKE is a Senior Partner at McKinsey and based in Cologne. He joined McKinsey in 2001 and is leading the German Marketing and Sales Practice. He serves clients across multiple industries and a broad range of topics such as advanced analytics, commercial transformation, marketing ROI, branding, and digital marketing. He is the author of Power Brands and Retail Marketing and Branding.

Bibliografische Informationen

TitelMarketing Performance: How Marketers Drive Profitable Growth
AutorenThomas Bauer, Tjark Freundt, Jonathan Gordon, Jesko Perrey, Dennis Spillecke
Ausgabeillustriert, Neuauflage
VerlagJohn Wiley & Sons, 2016
ISBN1119278333, 9781119278337
Länge208 Seiten
  
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