ROI in marketing : the design thinking approach to measure, prove, and improve the value of marketing /

"Discover a unique, proven methodology to measure, improve and demonstrate the value of your marketing campaigns and initiatives Understanding and serving your customers' needs is what marketing is all about, but how do you know your events, campaigns and communication initiatives are work...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Phillips, Jack J., 1945- (Autor), Fu, Frank Q. (Autor), Phillips, Patricia Pulliam (Autor), Yi, Hong (President of Sinotrac) (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : McGraw-Hill, [2021]
Temas:
Marketing.
Rate of return.
Electronic books.
Marketing
Taux de rendement.
Livres numériques.
marketing.
e-books.
Rate of return
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Acknowledgments
  • Preface
  • PART I. Why this is important. 1. The value of marketing: a critical issue
  • 2. How the ROI methodology works
  • PART II. The details of the ROI methodology. 3. Start with why: align programs with the business
  • 4. Make it feasible: select the right solution
  • 5. Expect success: plan for results
  • 6. Make it matter: design for input, reaction, and learning
  • 7. Make it stick: design for action and impact
  • 8. Make it credible: isolate the effects of the program
  • 9. Make it credible: convert data to monetary value and identify intangible measures
  • 10. Make it credible: capture costs of program and calculate ROI
  • 11. Tell the story: communicate results to key stakeholders
  • 12. Optimize results: use performance improvement to increase funding
  • 13. Forecast the ROI
  • 14. Make it work: sustain the change to a value-driven marketing program
  • Appendix A. Answers to Exercise 5.1
  • Appendix B. ROI quiz
  • Appendix C. How results-based are your marketing programs?
  • Notes
  • Index.

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