The Four Pillars Of Profit Driven Marketing How To Maximize Creativity Accountability And Roi

Author : Leslie Moeller,Edward Landry
Publisher : McGraw Hill Professional
Page : 241 pages
File Size : 54,6 Mb
Release : 2009-01-11
Category : Business & Economics
ISBN : 9780071615068

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The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI by Leslie Moeller,Edward Landry Pdf

Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical. The Four Pillars of Profit-Driven Marketing is the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy executives at Booz & Company, Leslie Moeller and Edward Landry, reveal the “4 pillars of marketing," which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You'll learn how to: Understand, classify, and choose Analytics Put the analytics to work with the right decision-support Systems & Tools Establish Processes that integrate the analytics and tools into operations Use Organizational Alignment to assure company-wide acceptance and execution of the system To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company. By successfully integrating analytic firepower, decision support, processes, and people development, you will optimize your marketing dollars, better connect with customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved.

Author : Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd
Publisher : Routledge
Page : 445 pages
File Size : 52,7 Mb
Release : 2014-08-27
Category : Business & Economics
ISBN : 9781317697756

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Marketing Communications by Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd Pdf

With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.

Author : Moeller
Publisher : Tata McGraw-Hill Education
Page : 0 pages
File Size : 51,7 Mb
Release : 2009-12
Category : Electronic
ISBN : 0070147019

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4 Pillars Of Profit Driven Mrk by Moeller Pdf

The Four Pillars of Profit-Driven Marketing is the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. The authors reveal the 4 pillars of marketing, which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. These 4 pillars are the true holy grail of marketing, presented with clear instructional information combined with detailed calculators for implementing them.

Author : Paul Leinwand,Cesare Mainardi
Publisher : Harvard Business Press
Page : 241 pages
File Size : 44,8 Mb
Release : 2011
Category : Business & Economics
ISBN : 9781422136515

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The Essential Advantage by Paul Leinwand,Cesare Mainardi Pdf

Conventional wisdom on strategy is no longer a reliable guide. In Essential Advantage, Booz & Company's Cesare Mainardi and Paul Leinwand maintain that success in any market accrues to firms with coherence: a tight match between their strategic direction and the capabilities that make them unique. Achieving this clarity takes a sharpness of focus that only exceptional companies have mastered. This book helps you identify your firm's blend of strategic direction and distinctive capabilities that give it the "right to win" in its chosen markets. Based on extensive research and filled with company examples--including Amazon.com, Johnson & Johnson, Tata Sons, and Procter & Gamble--Essential Advantage helps you construct a coherent company in which the pieces reinforce each other instead of working at cross-purposes. The authors reveal: · Why you should focus on a system of a few aligned capabilities · How to identify the "way to play" in your market · How to design a strategy for well-modulated growth · How to align a portfolio of businesses behind your capability system · How your strategy clarifies growth, costs, and people decisions Few companies achieve a capability-driven "right to win" in their market. This book helps you position your firm to be among them.

Author : Matthias Kipping,Timothy Clark
Publisher : OUP Oxford
Page : 580 pages
File Size : 49,7 Mb
Release : 2012-03-29
Category : Business & Economics
ISBN : 9780191628092

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The Oxford Handbook of Management Consulting by Matthias Kipping,Timothy Clark Pdf

Management consultants of various kinds play an important role in the world of business, and within other types of organization. The Oxford Handbook on Management Consulting is a comprehensive overview of thinking and research on management consultancy with contributions from leading international scholars. The first section provides an account of the historical developments in management consulting research, and how current thinking has evolved from prior work. The second section focuses on disciplinary and theoretical perspectives, their diversities, areas of synergy, and parallel concerns. The following sections examine consulting as a knowledge business, consultants and management fashion, and the relationship between management consultants and their clients. The Handbook concludes with an assessment of areas of future research and debate. By bringing together a wide range of research and thinking on management consulting across different disciplines, sub-disciplines, and conceptual approaches, the Handbook provides a comprehensive understanding of both current thinking and future directions for research.

Author : Jack J. Phillips,Frank Q. Fu,Patricia Pulliam Phillips,Hong Yi
Publisher : McGraw Hill Professional
Page : 360 pages
File Size : 52,8 Mb
Release : 2020-10-27
Category : Business & Economics
ISBN : 9781260460438

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ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing by Jack J. Phillips,Frank Q. Fu,Patricia Pulliam Phillips,Hong Yi Pdf

Get your bottom-line results where you want them by putting your marketing campaigns and initiatives to powerful new use Marketing is all about understanding and serving your customers’ needs—but how do you know that your events, campaigns, and communication initiatives are working at top effectiveness? And how can you determine whether your marketing investments are reaping real rewards? ROI (Return on Investment) is a performance measure used to evaluate the efficiency of all types of investments, and in this powerful guide, the team at the ROI Institute offer you a proven method for understanding your own marketing benchmarks as never before. Drawing on real data collected from real cases of real companies in a variety of industries, ROI in Marketing uses a data-driven process to help you measure: Input, including types of projects, audience reach, number of customers, costs, and more Reactions of target groups to products, services, and messages Actions, including how to process and monetize what the target group thinks, believes, and knows Business impact of actions taken by the target group and their influence on sales, new accounts, and profits ROI, monetary benefits of marketing programs compared to costs Intangibles, such as image, reputation, corporate social responsibility, and more Packed with actionable, results-driven processes, ROI in Marketing offers a powerful blueprint for transforming how you interact with your customers to get clear bottom-line results.

Author : Anonim
Publisher : Unknown
Page : 528 pages
File Size : 41,6 Mb
Release : 2009
Category : Business
ISBN : CORNELL:31924083436521

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Strategy & Business by Anonim Pdf

Author : Anonim
Publisher : Unknown
Page : 1920 pages
File Size : 47,5 Mb
Release : 2009
Category : Business
ISBN : CORNELL:31924111269415

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Business Periodicals Index by Anonim Pdf

Author : Arthur James Wells
Publisher : Unknown
Page : 2744 pages
File Size : 46,5 Mb
Release : 2009
Category : Bibliography, National
ISBN : STANFORD:36105211722686

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The British National Bibliography by Arthur James Wells Pdf

Author : Art Weinstein
Publisher : Routledge
Page : 230 pages
File Size : 48,6 Mb
Release : 2018-12-07
Category : Business & Economics
ISBN : 9781351214322

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Superior Customer Value by Art Weinstein Pdf

Superior Customer Value is a state-of-the-art guide to designing, implementing and evaluating a customer value strategy in service, technology and information-based organizations. A customer-centric culture provides focus and direction for an organization, driving and enhancing market performance. By benchmarking the best companies in the world, Weinstein shows students and marketers what it really means to create exceptional value for customers in the Now Economy. Learn how to transform companies by competing via the 5-S framework – speed, service, selection, solutions and sociability. Other valuable tools such as the Customer Value Funnel, Service-Quality-Image-Price (SQIP) framework, SERVQUAL, and the Customer Value/Retention Model frame the reader’s thinking on how to improve marketing operations to create customer-centered organizations. This edition features a stronger emphasis on marketing thinking, planning and strategy, as well as new material on the Now Economy, millennials, customer obsession, business models, segmentation and personalized marketing, customer experience management and customer journey mapping, value pricing, customer engagement, relationship marketing and technology, marketing metrics and customer loyalty and retention. Built on a solid research basis, this practical and action-oriented book will give students and managers an edge in improving their marketing operations to create superior customer experiences.

Author : James Ellis
Publisher : Unknown
Page : 328 pages
File Size : 40,7 Mb
Release : 2020-06-03
Category : Electronic
ISBN : 9798640916393

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Talent Chooses You by James Ellis Pdf

If you want your business to grow, you need to be able to rely on your ability to hire talent reliably and consistently. No talent pipeline? No growth, and no business. But your recruiting team is drowning (I asked them). They need help. Now, if you ask recruiters, they will ask for headcount. Or more technology. But more bodies and more tools won't solve the issue (though it will eat up your budget). What you need a is a better strategy. And that strategy is called employer branding.Employer branding is about understanding, distilling and communicating what your company is all about in order to attract all the talent you need. That will differentiate your company as a place where people will want to work, rather than a place they land because they didn't know better.If you've heard about employer branding in business magazines, it might seem like something only "big companies" can do. Something that requires a dedicated team, expensive platforms, or a bunch of consultants. That isn't true. If you understand where your brand comes from, and how to apply it, any company (especially yours) can hire better with it.And this book will teach you how to do all of that, and then some.In this book, you'll learn what employer branding really is, how to make a compelling argument internally to leadership that creates commitment, how to work with other teams and be creative in finding solutions. As a special bonus, we are including a handbook on how to work with recruiting teams. This hands-on workbook is chock full of examples, checklists, step-by-step instructions and even emails you can copy and paste to make things happen immediately.

Author : Shaz Smilansky
Publisher : Kogan Page Publishers
Page : 272 pages
File Size : 41,6 Mb
Release : 2009-02-03
Category : Business & Economics
ISBN : 9780749456078

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Experiential Marketing by Shaz Smilansky Pdf

Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life. This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students.

Author : Simon Sinek
Publisher : Penguin
Page : 258 pages
File Size : 51,8 Mb
Release : 2009-10-29
Category : Business & Economics
ISBN : 9781101149034

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Start with Why by Simon Sinek Pdf

The inspiring, life-changing bestseller by the author of LEADERS EAT LAST and TOGETHER IS BETTER. In 2009, Simon Sinek started a movement to help people become more inspired at work, and in turn inspire their colleagues and customers. Since then, millions have been touched by the power of his ideas, including more than 28 million who’ve watched his TED Talk based on START WITH WHY -- the third most popular TED video of all time. Sinek starts with a fundamental question: Why are some people and organizations more innovative, more influential, and more profitable than others? Why do some command greater loyalty from customers and employees alike? Even among the successful, why are so few able to repeat their success over and over? People like Martin Luther King Jr., Steve Jobs, and the Wright Brothers had little in common, but they all started with WHY. They realized that people won't truly buy into a product, service, movement, or idea until they understand the WHY behind it. START WITH WHY shows that the leaders who've had the greatest influence in the world all think, act, and communicate the same way -- and it's the opposite of what everyone else does. Sinek calls this powerful idea The Golden Circle, and it provides a framework upon which organizations can be built, movements can be led, and people can be inspired. And it all starts with WHY.

Author : Anthony G. Bennett
Publisher : McGraw Hill Professional
Page : 481 pages
File Size : 45,7 Mb
Release : 2009-06-19
Category : Business & Economics
ISBN : 9780071626156

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The Big Book of Marketing by Anthony G. Bennett Pdf

"A real world tool for helping develop effective marketing strategies and plans." -- Dennis Dunlap, Chief Executive Officer, American Marketing Association "For beginners and professionals in search of answers." -- Stephen Joel Trachtenberg, President Emeritus and University Professor of Public Service, The George Washington University "A 'must read' for every business major and corporate executive." -- Clarence Brown, former Acting Secretary, U.S. Department of Commerce The Biggest Companies. The Boldest Campaigns. THE BEST INSIDER'S GUIDE ON THE MARKET. The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today. For the first time ever, 110 experts from the world's most successful companies reveal their step-by-step strategies, proven marketing tools, and tricks of the trade—fascinating, exclusive, real-world case studies from an all-star roster of companies, including: ACNielsen * Alcoa * American Express * Amtrak * Antimicrobial * Technologies Group * APL Logistics * Arnold * AT&T * Atlas Air * Bloomingdale's * BNSF * Boeing * Bristol-Myers Squibb * Burson-Marsteller * BzzAgent * Caraustar * Cargill * Carnival * Coldwell Banker * Colgate-Palmolive * Colonial Pipeline * Con-way * Costco * Dean Foods * Discovery Communications * Draftfcb * DSC Logistics * DuPont * Edelman * ExxonMobil * Fabri-Kal * FedEx Trade Networks * Fleishman-Hillard * Ford * Frito-Lay * GE * Greyhound * Hair Cuttery * Hilton * HOLT CAT * IBM * Ingram Barge * Ingram Micro * International Paper * John Deere * Kimberly-Clark * Kodak * Kraft * L.L.Bean * Landor * Long Island Rail Road * Lulu.com * Mars * MCC * McCann * McDonald's * McKesson * Nationals * NCR * New York Times * Nordstrom * Ogilvy Action * OHL * 1-800Flowers.com * Overseas Shipholding Group * Owens Illinois * P & G * Papa John's * Paramount Pictures * Patagonia * PepsiCo * Pfizer * Porter Novelli * RAPP * Ritz-Carlton * Safeway * Saks Fifth Avenue * Sara Lee * SC Johnson * Sealed Air * Sears * Silgan * Skyhook * Snap-on Tools * Southwest * Sports and Leisure * ResearchGroup * Staples * Stoner * Supervalu * Synovate * Tanimura & Antle * TBWA * Tenet Healthcare * Texas Instruments * 3M * ToysRUs * Trader Joe's * Tupperware * Under Armour * United Airlines * United Stationers * Verizon * VISA * Weyerhaeuser * Wilson Sporting Goods * Wunderman * Xerox * Y&R * Zappos.com No matter what business you're in--from retail and manufacturing to service and nonprofit--The Big Book of Marketing offers the most practical, hands-on advice you’ll ever find . . . from the best in the business. Anthony G. Bennett taught marketing at Georgetown University. With three decades of experience in the field, he has held a variety of key marketing positions at Fortune 500 companies, including AT&T and others. He resides in McLean, Virginia.

Author : Heikki Juslin,Eric Hansen
Publisher : Unknown
Page : 616 pages
File Size : 48,6 Mb
Release : 2002
Category : Forest products
ISBN : MINN:31951D02171001J

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Strategic Marketing in the Global Forest Industries by Heikki Juslin,Eric Hansen Pdf