Book description
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. Guy R. Powell
has spent the last 10 years helping marketers drive strategic advantage
through a clear focus on the customer supported by best in class
analytics. Whether it's consumer packaged goods, high tech, financial
services or just about any other industry, Guy has taken his experience
from all aspects of the marketing equation, demystifying the entire
topic of marketing analytics. This book served as a guide to marketers
in their quest to make better decisions and deliver more growth at lower
cost and risk.
In 2005 Guy founded DemandROMI (www. demoandROMI. com), a
consulting firm focused solely on helping marketers improve their
tactical and strategic decision making. The time to measure and manage
growth through smarter investments in marketing is NOW. Are you ready?
Please visit www.
marketing-calculator. com for updates and tools on this dynamic
topic.
