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Marketing Calculator : Measuring and Managing Return on Marketing Investment.
This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chichester :
Wiley,
2012.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Marketing Calculator: Measuring and Managing Return on Marketing Investment; Dedication; Contents; Acknowledgments; Preface; Endnote; Section 1-What is Marketing Effectiveness?; Chapter 1-Introduction to Marketing Effectiveness; Issues and objections; Brand advertising and marketing effectiveness; Aligning marketing effectiveness with brand strategy; Marketing effectiveness: The new marketing imperative for the 21st century; The US1,000,000 question; What is marketing effectiveness?; The ROI of marketing ROI; Marketing effectiveness: The new strategic advantage.
- Marketing effectiveness and marketing objectivesMarketing effectiveness: A chapter-by-chapter overview; Endnotes; Section 2-The Marketing-Effectiveness Framework™; Chapter 2 -Strategy, Creative, and Execution: What You Do in the Marketplace; The marketing-effectiveness framework™; Companies and competitors; Strategy; Creative; Execution; Organizational considerations; Endnotes; Chapter 3 -Planning Around What You Can'tControl: The Competition, the Consumer, the Channel, and Exogenous Factors; The competition; The consumer; The distribution channel; Exogenous factors; Endnote.
- Chapter 4 -The Consumer: The MostImportant Component in Any Marketing-Oriented FrameworkThe consumer; Segmentation; Information processing and the purchase funnel; Product choice model/Channel choice model; Consumption and purchase behavior; Sequential purchase process; Bringing it all together; Endnotes; Chapter 5-A Framework for Capturing Marketing-Effectiveness Data: The Marketing-Accountability Framework; The marketing-accountability framework; The 4P3C1E framework; Success metrics; Endnotes; Section 3-The Marketing-Effectiveness Continuum.
- Chapter 6-Introducing the Marketing-Effectiveness ContinuumClimbing the marketing-effectiveness continuum; Endnotes; Chapter 7-Activity Trackers; Activity tracker cameo; Activity trackers; The activity tracker test; Challenges facing activity trackers; Industrial and OEM companies; Business-to-business companies; Consumer companies; Channel companies; Other companies and organizations-political, charities, NGOs, government, business-to-government; Tracking activities; Getting started as an activity tracker; 1. Tracking past activities or reconstructing the past; 2. Planning future activities.
- 3. Determining your success metric or metrics4. Iterating this process to deliver continuous improvement; How can marketers improve their activity tracking?; Purchase funnel analysis; Mapping the sales and buyer's cycle; Data; Tools; Values; Becoming an activity tracker; Endnotes; Chapter 8-Campaign Measurers; Campaign-measurer cameo; Campaign measurers; Challenges facing campaign measurers; Industrial and OEM companies; Business-to-business companies; Consumer companies; Channel companies; Other companies-political, charities, NGOs, government, business-to-government.