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Marketing performance : how marketers drive profitable growth /
A hands-on guide to better marketing for top managers, this book delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business. --
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chichester, West Sussex, United Kingdom :
Wiley,
2016.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Perrey, Jesko, |e author. | |
| 245 | 1 | 0 | |a Marketing performance : |b how marketers drive profitable growth / |c Jesko Perrey, Thomas Bauer, Dennis Spillecke, Tjark Freundt, Jonathan Gordon. |
| 264 | 1 | |a Chichester, West Sussex, United Kingdom : |b Wiley, |c 2016. | |
| 300 | |a 1 online resource | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record and CIP data provided by publisher. | |
| 505 | 0 | |a Intro; Marketing Performance; Contents; Introduction: Smart Money; 1 Budget sizing: Combine multiple lenses to right-size your marketing budget; 2 Allocation: Put your money where your strategy is; 3 Insights: Discover what really matters to consumers to sharpen your proposition; 4 Storytelling: Take a publisher's mindset and tell stories that cut through the clutter; 5 One currency: Compare apples to apples as you make trade-offs between instruments; 6 Science: Apply advanced analytics to drive fact-based mix optimization. | |
| 505 | 8 | |a 7 Smart activation: Trim the fat off key instruments to drive incremental benefit8 Partners: Build performance partnerships with marketing service providers; 9 IT solutions: Use marketing ROI decision support solutions to transform your company; 10 Agility: Infuse your organization with a return on investment mindset; Credits; Index; EULA; Why does budget sizing matter?; How to drive marketing performance with fact-based budget sizing; Create full budget transparency; you will be surprised by what is hidden in the cracks and crevices of your organization. | |
| 505 | 8 | |a Outside-in: Conduct benchmarking analyses to find out what it takes for your voice to be heardInside-out: Clarify your targets and build your budget on the activities required to reach them; Saturation analysis: Review your budget in light of the expected return it will generate; Combine all lenses for a holistic view on budget sizing and submit the result to practical, tactical, and strategic pressure tests; Key takeaways; Notes; Why does budget allocation matter?; How to boost marketing performance with fact-based budgeting; Key takeaways; Notes; Why do insights matter? | |
| 505 | 8 | |a How to strengthen your brand with insightsKey takeaways; Notes; Why does storytelling matter?; How to drive marketing performance using storytelling; Key takeaways; Notes; Why does one currency matter?; How to drive marketing performance with one currency; Key takeaways; Notes; Why do advanced analytical approaches matter?; How to drive marketing performance with advanced analytics; Key takeaways; Notes; Why does smart activation matter?; How to drive marketing performance with de-specification; Key takeaways; Notes; Why do partners matter? | |
| 505 | 8 | |a How to drive marketing performance through service provider managementKey takeaways; Notes; Why do IT solutions matter?; How to drive marketing performance through IT solutions; Key takeaways; Notes; Why does agility matter?; How to boost marketing performance with an agile organization; Key takeaways; Notes; Contributors; Find the pockets of growth; Align allocation criteria with business priorities; Specify investment thresholds; Stick to the rules; Slice and dice your audience: Customer segmentation; Put your brand to the test: Purchase funnel performance. | |
| 520 | |a A hands-on guide to better marketing for top managers, this book delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business. -- |c Edited summary from book. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Marketing |x Management. | |
| 650 | 6 | |a Marketing |x Gestion. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Industrial Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Management Science. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Organizational Behavior. |2 bisacsh | |
| 650 | 7 | |a Marketing |x Management |2 fast | |
| 758 | |i has work: |a Marketing performance (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGrHdGMmyKHjdcRgTyxvBK |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Perrey, Jesko. |t Marketing performance. |d Chichester, West Sussex, United Kingdom : John Wiley & Sons, 2016 |z 9781119278337 |w (DLC) 2016015986 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=4533771 |z Texto completo |
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