Marketing Payback: Is Your Marketing Profitable? (Financial Times Series) - Softcover

Shaw, Prof Robert; Merrick, David

Softcover

ISBN 10: 0273688847 ISBN 13: 9780273688846

Publisher: Financial Times/ Prentice Hall, 2005

Synopsis

 

"A landmark book, providing marketing practitioners with the tools to professionalize their marketing decision-making."  Philip Kotler

Do you know if your marketing is profitable?  Which activities deliver the most value? and which simply fail to deliver?    These are the questions thatMarketing Payback has been built to answer.

Marketing touches every aspect of your business, but marketing costs money and there are many choices to be made about where marketing budgets can be spent.  

Sooner or later, every marketing executive will have to get to grips with demonstrating the contribution of marketing.  From deciding whether a major campaign is worth backing, to the immediate and daily challenge of managing budgets and measuring activities.

If you are drowning in data yet wondering whether your 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.

These are challenges that every business faces, and questions that every marketer will encounter.  Knowing the answers to these questions will help you and your business to back the right choices, make the right decisions and deliver more profitable marketing performance.

Marketing Payback is every marketer’s companion to sounder judgment and sharper decision-making.

About this title

About the Author

Robert Shaw is one of Europe’s top experts on business modelling and economics, specialising in the study of marketing’s effectiveness and return on investment. He advises the senior executive teams of many large organisations including Manchester United, IBM Global Services, BP, Direct Line, British Telecom, British Airways. He is a prolific author and has published many books, reports and articles on marketing and CRM evaluation. He acted as advisor last year to the Chartered Institute of Marketing on its Guideline on Marketing Effectiveness. The Institute of Chartered Accountants has commissioned a Good Practice Guideline from Professor Shaw.

From the Back Cover

Do you know if your marketing is profitable?   Knowing the answer to this question will serve you and your business well. It is the question thatMarketing Payback has been built to answer.

“This is a landmark book in providing marketing practitioners with the concepts and practical tools to professionalize their marketing decision making and to provide senior management with a financial accounting for their marketing results.”

 

Philip Kotler,S.C. Johnson Distinguished Professor of International Marketing,

Kellogg School of Management, Northwestern University

 

“Finally, someone has put the financial aspects of marketing in the proper perspective in a useful and usable way in understandable language.”

Don E. Schultz, Ph D, Professor Emeritus-in-Service, Integrated Marketing Communications Department, Northwestern University.

 

“Accountability and measurement of marketing success is crucial to any business.  This book is a must have for all marketers who want to demonstrate the value of marketing activity and be taken seriously in the boardroom.” 

Ray Perry, Director, Chartered Institute of Management Accountants

 

"There is a huge knowledge gap between finance and marketing in most organizations today. This illuminating book explains the black art of marketing and its financial consequences in a way that bridges this gap. It will enable managers to gain valuable insights from marketing results and thus help to direct their future marketing investments to maximize their payback. Essential reading for all marketing professionals and their finance colleagues.

Jeremy Hope, Director of the Beyond Budgeting Round Table and author of “Beyond Budgeting”

 

“The debate, regarding the effectiveness of marketing spend, has raged for some time.  Here is the definitive reference book on the subject of marketing payback, it is not just a ‘must read’ for marketers, but also for Finance Directors and CEOs.”

Sir Roy Gardner, Chief Executive of Centrica plc and Chairman of Manchester United

 

“Good marketing creates good businesses – the imperative for marketers today is to prove the case by creating transparent and measurable results – this book clearly shows the way.”

David Galloway, General Manager Sales, BOC

Edition details

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2005
• Language: English
• ISBN 10: 0273688847
• ISBN 13: 9780273688846
• Binding: Paperback
• Edition number: 1
• Number of pages: 528