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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 |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Chichester, West Sussex, United Kingdom :
Wiley,
2016.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.
- 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.
- 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?
- 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?
- 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.