Marketing Payback

"A landmark book, providing marketing practitioners with the tools to professionalize their marketing decision-making." Philip Kotler Do you know if your marketing is profitable? Which activities deliver the most value? and which simply fail to deliver? These are the questions thatMarketing Payback has been built to answer. Marketing touches every aspect of your business, but marketing costs money and there are many choices to be made about where marketing budgets can be spent. Sooner or later, every marketing executive will have to get to grips with demonstrating the contribution of marketing. From deciding whether a major campaign is worth backing, to the immediate and daily challenge of managing budgets and measuring activities. If you are drowning in data yet wondering whether your sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer 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. Marketing Payback is every marketer's companion to sounder judgment and sharper decision-making.

ISBN 0273688847   Pages 528 ISBN13 9780273688846 (What's this?)   Volumes 001 Publisher Pearson Education Limited   Weight (grammes) 926 Imprint Financial Times Prentice Hall   Published in Harlow Format Paperback   Series title Financial Times Publication date 27 Apr 2005   Height (mm) 244 Library of Congress HF5415.S41   Width (mm) 172 DEWEY 658.802   Academic level Professional / Scholarly DEWEY edition DC22

1		Introduction : payback begins here		1
2		Marketing's midlife crisis		11
3		Demonstrating success		27
4		The laws of marketing		55
5		Measuring how marketing really works		71
6		Tracking trends and forecasting futures		105
7		Avoiding decision traps		133
8		Expenditure allocation		153
9		Brand identity changes		183
10		Brand portfolio planning		211
11		Valuing brands		247
12		Integrated marketing communications		267
13		How pricing works		297
14		How promotions work		313
15		Customer equity optimization		337
16		Getting better value from marketing information		359
17		The number wizard's toolbox		389
18		Marketing planning		405
19		Better budgeting		427
20		Marketing bookkeeping and accounting		449
21		When results go wrong		465
22		Twenty things you'll do differently		485

"This interesting book... offers a wealth of ways to improve the financial and business credibility of their function." - The Value Partnership "Top of my list is Marketing Payback" Market Leader

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