Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet /

Mostrar otras versiones (2)
Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Rutherford, David
Autor Corporativo: Institute of Communication Agencies
Otros Autores: Knowles, Jonathan
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Waterloo, Ont. : Wilfrid Laurier University Press, ©2008.
Temas:
Advertising > Rate of return.
Brand name products > Valuation.
Marketing > Finance.
Rate of return.
Marketing > Finances.
Publicité > Taux de rendement.
Produits de marque > Évaluation.
Taux de rendement.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Advertising > Rate of return
Brand name products > Valuation
Marketing > Finance
Rate of return
Computer network resources.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • ""Contents""; ""Foreword""; ""Preface""; ""Introduction""; ""Part 1. Finding Common Ground""; ""1.1 Accountability and ROI""; ""1.2 A Trilingual Story""; ""1.3 No Simple Answer""; ""1.4 What Business Are You In?""; ""1.5 Words, Words, Words""; ""1.6 The Two Meanings of Value""; ""1.7 Vulcans and Earthlings""; ""1.8 Agreeing What Brands Are""; ""1.9 Agreeing That Brands Are Valuable""; ""1.10 Brand Equityâ€?Marketing and Advertising Version""; ""1.11 Brand Equityâ€?Finance Version""; ""1.12 The Idea of Utilityâ€?Removing Some Myths""; ""1.13 The Idea of Intangible Assets""
  • ""1.14 Profit, Growth and Risk""""Part 2. Winning Hearts and Minds""; ""2.1 What Would Emerson Say?""; ""2.2 The Marketing Mindset""; ""2.3 The Brand Mindset""; ""2.4 Short- and Long-Term Roles""; ""2.5 Choosing amongst the Possibilities""; ""2.6 Advertising as Investment""; ""2.7 Advertisingâ€?s Impact on Profitability""; ""2.8 Advertisingâ€?s Long-Term Effect""; ""2.9 The Long Term, from Another Perspective""; ""2.10 The Erosive Effect of Not Advertising""; ""2.11 The Value of Marketing""; ""Part 3. Creating a Shared Accountability Culture""; ""3.1 The Need for Teamworkâ€?Led from the Top""
  • ""3.2 Measurability""""3.3 The “Now and Laterâ€? Mindset""; ""3.4 Defining the Causal Model""; ""3.5 The Sales Funnel Model""; ""3.6 The Brand Value Chain Model""; ""3.7 What to Measure""; ""3.8 Drilling Down""; ""3.9 Measuring Brand Equity""; ""3.10 Brand Valuationâ€?When to Do It""; ""3.11 Brand Valuationâ€?How to Do It""; ""3.12 Scorecards and Dashboards""; ""3.13 The Unisys Example""; ""3.14 Drawing the Strands Together""; ""3.15 A Final Word""; ""Useful Links""; ""Glossary""; ""A""; ""B""; ""C""; ""D""; ""E""; ""F""; ""G""; ""H""; ""I""; ""K""; ""L""; ""M""; ""N""; ""O""; ""P""; ""Q""
  • ""R""""S""; ""T""; ""U""; ""V""; ""W""; ""References""; ""Diagram Sources""; ""Index""; ""A""; ""B""; ""C""; ""D""; ""E""; ""F""; ""G""; ""H""; ""I""; ""J""; ""K""; ""L""; ""M""; ""N""; ""O""; ""P""; ""R""; ""S""; ""T""; ""U""; ""V""; ""W""; ""Y""; ""Easy Reference Card""

Ejemplares similares