Raftul cu initiativa Book Archive


The Marketing Accountability Imperative: Driving Superior by Michael Dunn

By Michael Dunn

Making responsible advertising judgements to enhance the potency of spendingIn this functional consultant, Prophet CEO Michael Dunn groups up with advertising and marketing effectiveness professional Chris Halsall to aid advertising and marketing managers and CMOs make higher advertising and marketing spending judgements and higher evaluation the luck or failure of those judgements. They convey the best way to kind during the muddle of metrics, size, and analytic suggestions, and supply the sensible info had to aid identify the selling responsibility imperative--highlighting the severe want for more suitable stewardship of promoting spending.

Show description

Read or Download The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments PDF

Similar marketing books


We're in an age of data overload, and an excessive amount of of what we watch, pay attention and skim is flawed, deceitful or maybe risky. but you and that i can take keep an eye on and make media serve us -- we all -- by way of being energetic shoppers and members. Here's how.

Internationales Marketing-Management

Mit einer fundierten und umfassenden Darstellung des internationalen Marketing-Management wendet sich dieses Buch sowohl an Studierende als auch an Praktiker. Es behandelt ausführlich das strategische internationale advertising and marketing, den internationalen Einsatz des Marketing-Instrumentariums, das internationale Marketing-Controlling, die internationale Marketing-Organisation sowie das Human source administration in overseas tätigen Unternehmen.

Global Marketing: Foreign Entry, Local Marketing, and Global Management, 5th Edition

Johansson’s international advertising and marketing, 5/e makes use of a three-pronged framework to arrange the dialogue of the way to behavior worldwide company: overseas access, neighborhood advertising and marketing, and international administration. Johansson seeks to improve the various abilities a advertising and marketing supervisor should be profitable in every one of those initiatives. In overseas access, in worldwide administration, and to a wide quantity while an area marketer abroad, the worldwide marketer wishes talents that the house makes experience-or the traditional advertising and marketing text-have not often taught.

Additional info for The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments

Sample text

We do this because we want this book to be just as relevant to the CFO and CEO, and any other senior executives who have a stake in marketing investment and accountability, as it is to the CMO and senior marketing leaders. Throughout this book, when you encounter concepts with which you are in fervent agreement, or that you consider to be old news, please think about how much easier it might make your life if your nonmarketing peers also shared these views; then skip ahead to the next section. We’ll rejoin you there.

Beyond this spend, the vast majority of customer-facing spend is controlled by customer service and sales. Even if these organizations align to a common overall marketing strategy and have various points of integration, how truly integrated do you imagine their customer investment is? How integrated is it in your business, and what would a similar set of concentric circles look like for your company? We are not academically arguing for expanding the scope of marketing to the point where it subsumes everything a company does, but rather for taking a more expansive view of all the customer activities and investments that work together to influence customer perceptions and behaviors.

With customers able to tune out the quantity of messages that reach them, the quality of touch is more important than ever before. Moreover, accountability will require marketers to increase their skills in the science of reach and frequency—across all marketing spending activities—to drive, rather than outsource, these critical decisions. Being an undemanding partner : Only in the last few years has there been a movement from marketers to insist that their agency partners have more “skin in the game” and should be compensated— at least in part—based on in-market performance.

Download PDF sample

Rated 4.92 of 5 – based on 10 votes