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

Shaw, Prof Robert and Merrick, David

ISBN 10: 0273688847 / ISBN 13: 9780273688846

Published by Financial Times/ Prentice Hall, 2005

Dispatched, from the UK, within 48 hours of ordering. Though second-hand, the book is still in very good shape. Minimal signs of usage may include very minor creasing on the cover or on the spine. Seller Inventory # CHL1542404

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 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.

Bibliographic Details

Title: Marketing Payback: Is Your Marketing ...
Publisher: Financial Times/ Prentice Hall
Publication Date: 2005
Binding: Paperback
Condition: Used; Very Good