Marketing Calculator (ePub)

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 effectiveness and ROI. They will
be able to significantly improve their tactical and strategic
decision-making and finally be able to respond to John
Wannamachers' "half of my advertising is wasted; I just don't know
which half." With this in hand, they will be able to avoid the
budget cutting ax, become a critical component of corporate success
and enhance their careers.

Even in a crowded theoretical marketing environment there are three
new concepts being introduced:

1. The Marketing Effectiveness Framework to help marketers talk the
talk of marketing effectiveness within marketing and with the
C-Suite.

2. The Marketing Effectiveness Continuum to help marketers
understand the organizational issues and change management
associated with delivering long lasting enhanced marketing
effectiveness.

3. The Marketing Accountability Framework to help marketers begin
to collect data that is meaningful to improving their marketing
effectiveness and to become accountable for their results.

It is one of the only marketing books covering the topic at a
global level. It includes a great number of specific case studies
from North America, Asia, Europe and Africa. The cases cover the
following industries: Telecommunications, consumer packaged goods,
home repair services, travel, utilities, software, restaurants,
alcoholic and non-alcoholic beverages and others. It can also be
used to support marketing education at the university level.

Whether the reader is a marketer, business analyst, C-level
executive, this book will help them to understand the key issues
surrounding the measurement of marketing effectiveness. More than
that however, is how each of the concepts can be directly applied
to their marketing environment. Each of the concepts are applied to
the different types of businesses (business-to-business, OEM,
consumer, NGO and others) so they can quickly make them actionable.