Marketing and the Bottom Line: The Marketing Metrics to Pump Up Cash Flow
Language: English
Published by Ft Pr (edition 2), 2004
- Softcover
- Used
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With dust jacket. It's a well-cared-for item that has seen limited use. The item may show minor signs of wear. All the text is legible, with all pages included. It may have slight markings and/or highlighting.
Seller Inventory # 0273661949-11-1-29
- Title
- Marketing and the Bottom Line: The Marketing Metrics to Pump Up Cash Flow
- Author
- Ambler, Tim
- Publisher
- Ft Pr (edition 2)
- Publication year
- 2004
- Condition
- Very Good
- Dust jacket
- Dust Jacket Included
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0273661949
- ISBN 13
- 9780273661948
- Edition
- 2.
"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.
Market Leader
"This book is a big step forward in assessing marketing impact - an area which is short of regular performance management." Sir John Egan, CBI
"Synopsis" may belong to another edition of 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.
"About the title" may belong to another edition of this title.
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