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The Marketing Accountability Imperative

  • Livre Relié
  • 464 Nombre de pages
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Helps marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these dec... Lire la suite
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Description

Helps marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. This book shows how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative.

Auteur
Michael Dunn is CEO and chairman of Prophet and is responsible for overseeing the firm's strategy, client relationships, and people. He is the co-author (with Scott Davis) of Building the Brand-Driven Business from Jossey-Bass. Chris Halsall, former Prophet and McKinsey consultant, works and lives in New York City.

Texte du rabat
Praise for The Marketing Accountability Imperative "An informative read for anyone interested in the underpinnings of smart marketing. The Marketing Accountability Imperative is a comprehensive and real-life guide to connecting marketing to business performance." --Frits van Paasschen, CEO, Starwood Hotels "Dunn's fresh take on one of the oldest dilemmas in marketing is a fantastic learning tool and a must-read for any CEO or board putting marketing capabilities at the center of a broader transformation agenda." --Cameron O'Reilly, CEO, Landis and Gyr, and CEO, APN Media Group (Australia) "This book provides actionable guidance on how to optimize the effectiveness of your marketing investments. The roadmap to get there is both strategic and practical." --David Wichmann, president, UnitedHealthcare "Any book that sources inspiration from the likes of Oscar Wilde and Mae West right next to the likes of A.G. Lafley and Larry Bossidy intimately understands the twenty-first century CMO's condition. It is a must-read." --Cathy Halligan, CMO, Walmart.com "Provides a framework to help close the divide between finance, marketing, and the executive suite around the role of marketing investments in driving business growth. No matter which side of that table you are sitting on, make time for this book." --Paul Ballew, executive vice president, Nationwide Insurance, formerly of General Motors Corp. "This book brings a fresh, insightful, and practical perspective to the age-old challenge of measuring marketing impact." --Denice Torres, vice president, ETHICON, a Johnson & Johnson Company "Dealing equally with the 'art' and 'science' of marketing measurement, the authors provide today's marketer with a practical roadmap for navigating the ever-more complicated path towards marketing accountability." --Sean Burke, CMO, GE Healthcare

Résumé
Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.

Contenu
Acknowledgments. Introduction. PART ONE: UNTYING THE GORDIAN KNOT OF MARKETING INVESTMENT EXCELLENCE. 1. The Marketing Accountability Imperative: Understanding the Marketing Accountability Gap and Beginning the Journey to Close It. 2. Recalibrating Basic Beliefs About Marketing Spending: When Marketing Can Create Accretive Value and When It Is the Wrong Tool for the Wrong Problem. 3. The Core Principles of Marketing Accountability: Describing the Critical Competencies and Value Levers That Enable Accountable Marketing Investment. PART TWO: DRIVING MATERIAL PERFORMANCE IMPROVEMENTS ACROSS THE SIX VALUE LEVERS OF MARKETING ACCOUNTABILITY. 4. Strategy and Content: Enabling Purposeful Strategic Decision Making and Creating Engaging, Compelling Content. 5. Marketing Vehicles and Investment Levels: Selecting Which Marketing Vehicles to Deploy and How Much Investment Gets Put Behind Each. 6. In-Market Execution and Fixed Cost Management: Ensuring High-Quality In-Market Execution and Consistently Strong Leverage from Your Fixed Cost Basis. PART THREE: PUTTING THE CORE PRINCIPLES OF MARKETING ACCOUNTABILITY TO WORK INSIDE YOUR ORGANIZATION. 7. Laying the Tactical Groundwork for Long-Term Marketing Improvement: Planning for Your Journey Through the Three Horizons of Marketing Accountability. 8. Horizon One: Identifying Your Marketing Accountability Improvement Opportunities: Designing a Fit-for-Purpose Marketing Accountability Diagnostic. 9. Horizon Two: Employing a Test-and-Learn Approach to Drive Continuous Improvement: Systematically Eliminating the Unknown and Improving Returns. 10. Horizon Three: Sustaining and Accelerating Marketing Accountability Impact: Building Sustainable Competitive Advantage via Deeper Capabilities, Faster Processes, and More Intelligent Brand Equity Development. Notes. Bibliography. The Authors. Index.

Informations sur le produit

Titre: The Marketing Accountability Imperative
Auteur:
Code EAN: 9780787998325
ISBN: 978-0-7879-9832-5
Format: Livre Relié
Editeur: John Wiley & Sons Inc
Genre: Publicité et marketing
nombre de pages: 464
Poids: 702g
Taille: H236mm x B160mm x T41mm
Année: 2009
Auflage: 1. Auflage

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