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The Marketing Accountability Imperative
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Book Synopsis The Marketing Accountability Imperative by : Michael Dunn
Download or read book The Marketing Accountability Imperative written by Michael Dunn and published by John Wiley and Sons. This book was released on 2009-02-17 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis The Marketing Accountability Imperative by : Michael Dunn
Download or read book The Marketing Accountability Imperative written by Michael Dunn and published by Jossey-Bass. This book was released on 2009-03-09 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Marketing Effectiveness and Accountability in SMEs by : Trevor A. Smith
Download or read book Marketing Effectiveness and Accountability in SMEs written by Trevor A. Smith and published by Springer Nature. This book was released on 2022-09-27 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. SMEs generally face financial constraints that limit their ability to carry out the marketing function. Addressing this limitation, the author presents conceptual models based on the resource based view and the knowledge based view to show how marketing capabilities can lead to performance improvement in the SMEs. The lessons learnt provide guidance in the practice of marketing for small and medium firms to be more effective in their marketing investments and make wiser marketing decisions. This book will prove useful for both researchers and practitioners by extending knowledge on marketing performance management in the SMEs.
Book Synopsis The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI by : Leslie Moeller
Download or read book The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI written by Leslie Moeller and published by McGraw Hill Professional. This book was released on 2009-01-11 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book The Shift written by Scott M. Davis and published by John Wiley & Sons. This book was released on 2009-05-26 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for The Shift "More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done." –Cammie Dunaway, executive vice president of sales and marketing, Nintendo of America "At Zappos.com we've always approached business in our own unique way. The Shift outlines many principles we holistically embrace. Kudos to Scott Davis for putting together such a great resource!" –Tony Hsieh, CEO, Zappos.com "The Shift is a great 'how-to book' for Visionary Marketers who want to stand out, help their company succeed by moving toward true accountability, and drive a business strategy that keeps the customer in mind, while never losing sight of the P&L." –Fisk Johnson, chairman and CEO, SC Johnson "The Shift's articulation of how marketing can drive a company's bottom line and a marketer's career makes it a must-read for any CEO who wants marketing to truly impact their company's bottom line." –CJ Fraleigh, CEO, Sara Lee Retail and Foodservice "Marketer as a P&L–oriented businessperson! This important book for senior executives provides a road map on how marketers and their organizations can shift their profiles, while driving bottom-line results." –Mark L. Vachon, president and CEO, GE Healthcare, Americas "The Shift charts a dramatic new role for marketing. A challenge every firm should embrace." –David Aaker, vice chairman, Prophet; and, author, Brand Leadership "The Shift has to become a way of life from the classroom to the boardroom. Davis's book brings a practitioner's perspective to this critical topic of marketers shifting to becoming more accountable and more personally responsible for driving growth." –Dipak Jain, dean, Kellogg Graduate School of Management, Northwestern University "Forget the CMO. Long live the integrated agenda of the Chief Growth and Visionary Officer!" –Joseph V. Tripodi, chief marketing and commercial officer, The Coca Cola Company
Book Synopsis Marketing Communications by : Lynne Eagle
Download or read book Marketing Communications written by Lynne Eagle and published by Routledge. This book was released on 2014-08-27 with total page 588 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Study Guide to Marketing Campaigns by :
Download or read book Study Guide to Marketing Campaigns written by and published by YouGuide Ltd. This book was released on 2024-10-26 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com
Download or read book Business written by Bloomsbury Publishing and published by A&C Black. This book was released on 2011-06-06 with total page 4123 pages. Available in PDF, EPUB and Kindle. Book excerpt: An international bestseller, BUSINESS: The Ultimate Resource is a one-stop reference and interactive tool covering all aspects of today's world of work. Unique, authoritative, and wide-ranging, it offers practical and strategic advice for anyone doing business today. Written with a team of world-class writers and editors, it is an essential desk reference for managers, MBA and business students and for small business owners worldwide. Fully updated and revised for this new edition, BUSINESS features: Best Practice: over 170 essays from a stellar cast of business thought leaders including C. K. Prahalad, Gary Hamel and John Kotter Actionlists: practical solutions to everyday business challenges Management Library: time-saving digests of more than 100 of the world's best business books Dictionary: jargon-free definitions of more than 7,000 terms Giants : revised biographies of many of the world's most influential gurus and pioneers
Download or read book The Curve Ahead written by Dave Power and published by Palgrave Macmillan. This book was released on 2014-07-29 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why do most growth companies stop growing? And what can their leaders do to overcome the barriers to growth? The Curve Ahead tackles these questions, filling a void in the literature on innovation and growth strategy that has focused on either start-ups or large public companies. Growth companies are different. Their challenge is to transition from entrepreneurial focus to a repeatable process for innovation and sustained growth - and the stakes are high. The Curve Ahead utilizes the power of storytelling to teach growth company leaders how to sustain long-term growth. Using the example of a "gazelle," a high-growth company that is increasing revenue by at least 20% annually for four years or more, this book explores the struggles faced during business growth - something that plagues many businesses. These mid-size companies, typically with annual revenues of $10 million to $100 million, are the engines of economic growth and wealth creation. Tragically, most fall behind the curve before they reach their potential and are sold by investors too ready to throw in the towel. This book doesn't just lay out a fresh approach to innovation and growth strategy. It also helps professionals and business leaders avoid common pitfalls by illustrating the various ways in which growth companies get stuck and flame out. Author Dave Power then tells leaders how to get un-stuck. In addition to a myriad of real-world stories and case studies, each chapter of The Curve Ahead begins with the story of a fictional company called NaviMark. Navimark is emblematic of many growth companies—it faces the same business problems, personal challenges and strategic dilemmas encountered by Power in his 25 years managing, investing in and advising growth companies. Following Navimark throughout the book allows Power to provide a highly complex model of typical struggles and scenarios faced by growth companies and deliver that story to his readers in an extremely edifying, play-by-play manner. The strategy allows readers to follow along—observing, in real time, the way that Navimark evolves, and responds (correctly or incorrectly) to external obstacles and demands. This practical and fast-paced book uses realistic characters, dialogue, and business settings to: • Help readers anticipate the predictable challenges of business model maturity. • Demonstrate proven tools and approaches for overcoming the barriers to growth. • Translate abstract concepts about innovation into actionable programs that can become a part of the rhythm of the business. This book will help thousands of midsized companies overcome the growth hump by providing the tools necessary to not only succeed but thrive in the future. The Curve Ahead provides a roadmap for leaders who want to sustain growth over the long term. This roadmap is based on five premises: 1. Every business model matures, following the familiar S-Curve. 2. You can and must stretch the S-Curve, but that won't work forever. 3. To sustain growth you need to find the next S-Curve 4. Finding your next S-Curve, with some predictability, requires an innovation process, something every company should have in place. 5. Driving innovation while keeping the core business healthy is the responsibility of leaders.
Book Synopsis Experiential Marketing by : Rose Leahy
Download or read book Experiential Marketing written by Rose Leahy and published by SAGE. This book was released on 2022-01-12 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention? Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable. Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Return on Integrated Experience (ROIE). Experiential Marketing faces new challenges in a post-Covid era – this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere. Rose Leahy is a lecturer and research supervisor in the area of marketing in Munster Technological University, Ireland. Pio Fenton is Head of Department of Marketing and International Business at Munster Technologicla University, Ireland. Holly Barry is a Brand Strategist at Barry Group, a leading wholesale distribution company in Cork, Ireland.
Book Synopsis Bull's-Eye! The Ultimate How-To Marketing and Sales Guide for CPAs by : Tracy C. Warren
Download or read book Bull's-Eye! The Ultimate How-To Marketing and Sales Guide for CPAs written by Tracy C. Warren and published by John Wiley & Sons. This book was released on 2016-11-21 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sponsored by PCPS and the Association for Accounting Marketing Whether your firm is getting back into the full swing of marketing and you are looking for some new ideas to jumpstart your sales efforts, or you are getting serious about business development for the first time, this book is designed for you. Its purpose is to inspire, teach, and provide you with practical insight to help build results-oriented marketing and sales programs in your organization. Bull’s-Eye is a collaboration of 37 of the industry’s most successful marketing and sales minds. Collectively these gifted professionals have served as pioneering practitioners inside the profession, and as outside advisors and thought leaders for hundreds, even thousands of CPAs and their firms. They give you an insider’s view of what it takes to build marketing initiatives that produce results. Through the principles, best practices and case studies shared in the book, you can see success doesn’t happen by chance, but through careful planning, development, and implementation of well-designed processes, systems, and tools. This compendium of marketing know-how shows you how to build your marketing team, implement marketing techniques that get you noticed, connect the dots between marketing and sales, measure results, and much, much more.
Download or read book Brand Atlas written by Alina Wheeler and published by John Wiley & Sons. This book was released on 2011-03-29 with total page 149 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Carrying through Alina Wheeler's trademark of beautiful layout and design, the book takes you on a journey through just about every important element of branding you could think of, from passion to positioning." —The Influential Marketing Blog (May 2011) A company's brand is its most valuable asset. Wheeler takes the most seminal tools used by a wide variety of thought leaders and practitioners and makes the information understandable, visible, relevant, exportable and applicable. With her best-selling debut book, Designing Brand Identity (Wall Street Journal, Best-Seller, Spotlight 1/23/2011), now in its third edition, Alina Wheeler reinvented the marketing textbook using a straightforward style to help demystify the branding process. This new offering from Wheeler, Brand Atlas, builds on this user-friendly approach to aggregate and simplify the science behind branding with a unique visual teaching method suited for time-crunched professionals. Brand Atlas follows the recent YouTube-iPhone-Pecha Kucha era trend toward fast-paced visual instruction by neglecting needless jargon and combining vivid, full-color images and easy-to-follow diagrams to break down branding principles into basic step-by-step concepts that can be immediately applied. This handy reference: Speaks to a broad range of stakeholders in the branding process—from CEOs to designers to brand managers Provides tools to integrate brand throughout the entire customer experience, build relationships based on brand, measure a brand's value, and define a brand strategy Contains essential information illustrated through the use of diagrams With diagrams designed by Joel Katz, an internationally known information designer and a global authority on the visualization of complex information, Brand Atlas is a compact, no-nonsense guide that shows how tactical innovation in the design process is crucial to building brand assets.
Book Synopsis The Business of Medical Practice by : David Edward Marcinko
Download or read book The Business of Medical Practice written by David Edward Marcinko and published by Springer Publishing Company. This book was released on 2010-12-15 with total page 786 pages. Available in PDF, EPUB and Kindle. Book excerpt: Print+CourseSmart
Download or read book MBA Marketing written by Malcolm McDonald and published by Bloomsbury Publishing. This book was released on 2017-09-16 with total page 544 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.
Book Synopsis Contemporary Philosophy and Social Science by : Michiru Nagatsu
Download or read book Contemporary Philosophy and Social Science written by Michiru Nagatsu and published by Bloomsbury Publishing. This book was released on 2019-05-30 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: How should we theorize about the social world? How can we integrate theories, models and approaches from seemingly incompatible disciplines? Does theory affect social reality? This state-of-the-art collection addresses contemporary methodological questions and interdisciplinary developments in the philosophy of social science. Facilitating a mutually enriching dialogue, chapters by leading social scientists are followed by critical evaluations from philosophers of social science. This exchange showcases recent major theoretical and methodological breakthroughs and challenges in the social sciences, as well as fruitful ways in which the analytic tools developed in philosophy of science can be applied to understand these advancements. The volume covers a diverse range of principles, methods, innovations and applications, including scientific and methodological pluralism, performativity of theories, causal inferences and applications of social science to policy and business. Taking a practice-orientated and interactive approach, it offers a new philosophy of social science grounded in and relevant to the emerging social science practice.
Book Synopsis Marketing and Social Construction by : Chris Hackley
Download or read book Marketing and Social Construction written by Chris Hackley and published by Routledge. This book was released on 2003-08-29 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is at the centre of the business education boom: a million or more people worldwide are studying the subject at any one time. Yet despite widespread discontent with the intellectual standards in marketing, very little has changed over the past thirty years. In this ground-breaking new work, Chris Hackley presents a social-constructionist critique of popular approaches to teaching, theorising and writing about marketing. Drawing on a wide range of up-to-date European and North American studies, Dr Hackley presents his argument on two levels. First, he argues that mainstream marketing's ideologically driven curriculum and research programmes, dominated by North American tradition, reproduce business school myths about the nature of practically relevant theory and the role of professional education in management fields. Second, he suggests a broadened theoretical scope and renewed critical agenda for research, theory and teaching in marketing. Intellectually rigorous yet comprehensible, this work will be of vital importance to all those interested in the future of teaching and research in business and management.
Book Synopsis The Creedal Imperative by : Carl R. Trueman
Download or read book The Creedal Imperative written by Carl R. Trueman and published by Crossway. This book was released on 2012-09-30 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recent years have seen a number of high profile scholars converting to Roman Catholicism and Eastern Orthodoxy while a trend in the laity expresses an eclectic hunger for tradition. The status and role of confessions stands at the center of the debate within evangelicalism today as many resonate with the call to return to Christianity's ancient roots. Carl Trueman offers an analysis of why creeds and confessions are necessary, how they have developed over time, and how they can function in the church of today and tomorrow. He writes primarily for evangelicals who are not particularly confessional in their thinking yet who belong to confessional churches—Baptists, independents, etc.—so that they will see more clearly the usefulness of the church's tradition.
