Marketing Payback营销回收期:你的营销赚钱吗? fb2 pdf azw3 网盘 rtf 免费 下载 txt

　　This book is about improving the payback you get from your marketing.We believe that marketers and executives need a better framework for measuring marketing performance and making marketing decisions.The aim of this practical book is to help you make better ones.

If you are drowning in data yet wondering whether your sales promotions are effective,want a more reliable sales forecast or simply wants to justify a marketing budget,Marketing Payback will help you to unlock the relationship between customer insight insight and financial foresight,and use them to your advantage.

These are challenges that every business faces,and questions that every marketer will encounter.Knowing the answers to these questions will help you and your business to back the right choices,make the right decisions and deliver more profitable marketing performance.

Publisher's acknowledgements

Authors'acknowledgements

1 Introduction:Payback begins here

PART I:IS MARKETING PROFITABLE?

2 Marketing's midlife crisis

　3 Demonstrating success

　4 The laws of marketing

　5 Measuring how marketing really works

　6 Tracking trends and forecasting futures

　7 Avoiding decision traps

PART II:SOLUTIONS TO COMMON PROBLEMS

　8 Expenditure allocation

　9 Brand identity changes

　10 Brand portfolio planning

　11 Valuing brands

　12 Integrated marketing communications

　13 How pricing works

　14 How promotions work

　15 Customer equity optimization

　16 Getting better value from marketing information

PART III:FINANCIAL PLANNING AND CONTROL

　17 The number wizard;s toolbox

　18 Marketing planning

　19 Better budgeting

　20 Marketing bookkeeping and accounting

　21 When results go wrong

　22 Twenty things you'll do differently

Peferences

Index

Robert Shaw is a founder of the consultancy MBPI and for over 20 years has helps senior executivs to introduce new methods,procedures and systems that make more profitable.He is also a visiting professor of marketing at Cass Business School,City of London

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