Marketing and the Bottom Line (Financial Times Series) - Softcover

Ambler, Prof Tim.

Softcover

ISBN 10: 0273661949 ISBN 13: 9780273661948

Publisher: Financial Times/ Prentice Hall, 2003

Synopsis

"The subject is critically important and Ambler's ideas are provocative."   
                                                                                       Philip Kotler

" Far and away the best book for a senior manager who is interested in understanding marketing's impact on his or her organization."
                                                    Journal of Marketing, January 04

Marketing really isn't different, and it really isn't impossible to measure. It’s an investment. Unless you can measure its impact, you're wasting your money.

Select the right metrics for your company and ensure a regular assessment of marketing by top management in order to keep performance on track. Here, for the first time, is a book that explains the "why" as well as the "what" and the "how" of marketing metrics.

How much attention does your board give to the sources of cash flow? Perhaps what gets measured is not always what gets done but it's a start. This book explains the reasons for regular marketing assessment by the whole board, key marketplace metrics, and assessing the firm's state of innovation health. Improved marketing requires employees to change what they do, and the way that they do it.

 

Most companies don't have a clear picture of their marketing performance. Now is the time to see what you are doing. Clarity of goals and assessment of performance separate the professional from the amateur; and only the professionals win.

 

"It is time that marketing stood up and was counted. Literally. This book is the enabler.  It's not full of prescriptive rules. Instead it poses questions to ask, suggests possible measurements to make and details experiences from real companies. It does not suffer from consultant speak and is grounded in the reality of the struggle to "make marketing accountable. It is important for the future of marketing."
                                                                                       Market Leader
 

"A blue print for the marketer to impress his or her boss in how to measure the value of their efforts.  Numbers haven't been so much fun for a long time. Buy this book."                                                                                            Brand Republic

 

"Marketers need to be far more accountable, and this book shows them not just how to provide measures of success but also how to achieve top management consensus about marketing investment. "  Ken Bishop, Director of Marketing, IBM UK

 

"This is a succinct, witty and mould-breaking book on a very important topic.  It should be read by all senior managers and marketers." Professor Hugh Davidson, Cranfield School of Management

"This book is a big step forward in assessing marketing impact - an area which is short of regular performance management."  Sir John Egan, CBI

 

About this title

About the Author

TIM AMBLER

Tim Ambler joined London Business School in 1991 and is aSenior Fellow. His research includes the measurement of marketing performanceand brand equity ('Marketing Metrics'), advertising and promotionseffectiveness, marketing in China and overseas market entry. Apart from theprivate sector, he researches government waste arising from bureaucracy andregulation.

He has published an introductory text, Marketing fromAdvertising to Zen, in the Financial Times Guide series, Doingbusiness with China (with Morgan Witzel), and, also published by FinancialTimes Prentice Hall, The Silk Road to International Marketing (withChris Styles). Recent papers include how advertising works, co-authored withDemetrios Vakratsas, in the Journal of Marketing; with Kent Grayson,advertising agency - client relationships in the Journal of MarketingResearch; and, with Chris Styles and Wang Xiucun, channel relationships inChina in the International Journal of Research in Marketing. He hasalso published in the Journal of Service Research, Journal of MarketingManagement, International Journal of Advertising, Asia Pacific Journal ofManagement, and the Financial Times.

Tim Ambler was previously Joint Managing Director ofInternational Distillers and Vintners (IDV - now part of Diageo), responsiblefor strategy, acquisitions and marketing. He holds Master's degrees inMathematics from Oxford and Business from the Sloan School (M.I.T). Afterqualifying as a Chartered Accountant with Peat Marwick andMitchell (now KPMG), it took him 5 years to discover that keepingscore was a lot less fun than marketing. The same proved to be truefor general management and he is grateful to London Business School forproviding the freedom to rediscover what marketing is all about.

 

From the Back Cover

Strip out all the flash talk and pretty posters and you'll find that marketing is all about cash: either finding where it is and how to get a bigger share of it or spending it in an attempt to generate more of it.

Both fairly hard, measurable, results driven functions. And yet for years, while other departments have been subjected to intense scrutiny on their contribution to shareholder value, marketing have been able to make jokes about not knowing which 50% of their work produced the results.

Not any more, Marketing isn't a special case, it isn't different and it certainly isn't impossible to measure. It's an investment. Unless you can measure its impact, you're wasting your money.

Here for the first time, is a book that explains the "why" as well as the "what" and the "how" of marketing metrics.

"An excellent book; thoughtful and informative. It will open the minds of board members to the fact that marketing's value can and should be measured. The data produced is a vital indicator of a company's health."

-Mike Mawtus, Vice President, IBM Euro Global Initiatives

"I hate this book. It will only encourage the accountants."

-Anne Moir, -Head of Marketing, Quadriga Worldwide

"This book should be required reading for all board directors. It shows why marketing underpins shareholder value creation, and how marketing efectiveness should be measured and monitored."

-Professor Peter Doyle, Warwick Business School

Edition details

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2003
• Language: English
• ISBN 10: 0273661949
• ISBN 13: 9780273661948
• Binding: Paperback
• Edition number: 2
• Number of pages: 336