Marketing Calculator
This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wanna-machers’ “half of my advertising is wasted; I just don’t know which half.” With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers.
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About The Book
This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers’ “half of my advertising is wasted; I just don’t know which half.” With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers.
Even in a crowded theoretical marketing environment there are three new concepts being introduced:
1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite.
2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness.
3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results.
It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level.
Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.
What’s inside
What is marking effectiveness?
The marketing-effectiveness framework
The marketing-effectiveness Continuum
The marketing-effectiveness culture
Introduction: To Marketing Effectiveness
What truly drives competitive advantage in today’s world? How does your company stay ahead when your nearest competitors can simply copy your product’s features, and put an improved version on the market a few months after your launch? If it’s true that a company had two, and only two, basic functions– innovation and marketing– and innovation can only provide a fleeting advantage, then it is up to marketers to deliver a competitive advantage through improved marketing.
There are certainly product differentiators— Microsoft was able to win the operating system and desktop productivity wars with a superior product, great marketing, and “stick-to-itiveness.” When the Microsoft juggernaut comes to your category, watch out or you will be lying by the wayside.
There are messaging and creative differentiators– Witness the success of the Aflac Duck, which catapulted the company from an annual pre-duck growth rate of 12 percent to post-duck growth rate of 28 percent in the first year and 29 percent in the second.
Chapters
Pages
ISBN-13: 978-0470823958
ISBN-10: 047082395X
About the author.
Guy R. Powell is a marketing strategist, part-time historian, Christian and author of the new historical fiction, The Jesus Resurrection Shroud: A History of the Shroud of Turin.
The Shroud of Turin is either the most valuable Christian relic or it is a fake, a fraud. Powell takes historical facts, theories and hypotheses, and builds a compelling history
of the Holy Shroud over the 2000 years of its existence beginning with its witness to the most significant event in human history, the resurrection of Jesus Christ. Powell’s
history follows with how the Shroud travels from Golgotha in Jerusalem to Edessa, Constantinople, France and finally Turin, Italy; how it moves from city to city as global events, such as the invasion of the Roman Empire by the Sassanids and the infamous Fourth Crusade, unfold. If you’re interested in a Christian message intertwined with a possible history of the Shroud, with a few surprises and twists and turns mixed in, then this story, The Jesus Resurrection Shroud will be of special interest to you.
If you’re interested in a Christian message intertwined with a possible history of the Shroud, with a few surprises and twists and turns mixed in, then
this story, The Jesus Resurrection Shroud will be of special interest to you.
Guy R. Powell
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