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Managing Marketing Payback : Tools and Techniques to Evaluate Marketing Performance by Robert Shaw and David Merrick is a book available to read on EtoBox.

What is Managing Marketing Payback : Tools and Techniques to Evaluate Marketing Performance about?

If You Are Drowning In Data Yet Wondering Whether You 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.--jacket. 1. Introduction : Payback Begins Here -- 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 -- 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 -- 17. The Number Wizard's Toolbox -- 18. Marketing Planning -- 19. Better Budgeting -- 20. Marketing Bookkeeping And Accounting -- 21. When Results Go Wrong. Robert Shaw And David Merrick. Includes Bibliographical References (p. [488]-496) And Index.

Author

Robert Shaw and David Merrick

Publisher

Fianancial Times Prentice Hall

Published

2005

Language

EN

ISBN

9780273688846

Subjects

Management, Business, Marketing