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Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising onto the Same Planet - Softcover

 
9781554580316: Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising onto the Same Planet
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Co-published with the Institute of Communication Agencies Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It's a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question "Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?" In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.

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Review:
``A book for thought leaders. Marketer-friendly and Finance-credible (a very rare combination) with significant managerial implications for marketing, customer value and shareholder value. The logic is strong and compelling. And the writing is a breath of fresh air.''--Richard Ettenson

``This is a refreshing, often witty, and bang up-to-date review of what could have been a very dull subject! It breaks the key issues into bite-sized chunks so that you can open this book at any page and learn something. The authors draw from a broad range of highly respected sources--and skillfully blend academic substance with good marketing common sense.''--Leslie Butterfield

``Superb! A must read for anyone who aspires to be a great marketer and every CEO who wants to be truly successful. The book illustrates how brand building investment can drive both short-term results and superior long-term shareholder returns.''--Stephen Graham
Synopsis:
This book is co-published with the Institute of Communication Agencies. Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It's a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. This book deals with a more pragmatic aspect: the accountability behind the question. 'Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?'In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short and long-term marketing effort.

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Book Description Paperback. Condition: new. Paperback. Co-published with the Institute of Communication Agencies. Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It's a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question ""Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?"" In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort. Establishes that finance, marketing, and advertising share common ground in the value of brands. This book reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability. Seller Inventory # 9781554580316

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