{"product_id":"marketing-performance-how-marketers-drive-profitable-growth-hardback-9781119278337","title":"Marketing Performance; How Marketers Drive Profitable Growth (Hardback) 9781119278337","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing Performance\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow Marketers Drive Profitable Growth\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eThomas Bauer (Author), Tjark Freundt (Author), Jonathan Gordon (Author), Jesko Perrey (Author), Dennis Spillecke (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119278337, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 24 June 2016\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e208 pages\u003cbr\u003e23.6 x 16 x 2 cm, 0.431 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eDrive marketing ROI with an investor's mindset and a proven toolkit\u003c\/b\u003e \u003cp\u003eTop marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions. \u003c\/p\u003e\n\u003cp\u003eThis isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight. \u003c\/p\u003e\n\u003cp\u003eLearn how to: \u003c\/p\u003e\n\u003cul\u003e \u003cli\u003eIncrease sales with smarter fund allocation\u003c\/li\u003e \u003cli\u003eReduce marketing costs without sacrificing effectiveness\u003c\/li\u003e \u003cli\u003eStrengthen the role of marketing with quantified ROI\u003c\/li\u003e \u003cli\u003eBuild capabilities for sustainable performance improvements\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eMarketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction: Smart Money vii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow much should I invest?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Budget sizing: Combine multiple lenses to right-size your marketing budget 1\u003c\/p\u003e \u003cp\u003e2 Allocation: Put your money where your strategy is 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow should I shape my messages?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3 Insights: Discover what really matters to consumers to sharpen your proposition 35\u003c\/p\u003e \u003cp\u003e4 Storytelling: Take a publisher’s mindset and tell stories that cut through the clutter 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow will I reach my target group?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5 One currency: Compare apples to apples as you make trade-offs between instruments 71\u003c\/p\u003e \u003cp\u003e6 Science: Apply advanced analytics to drive fact-based mix optimization 89\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow do I ensure excellence in execution?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7 Smart activation: Trim the fat off key instruments to drive incremental benefit 107\u003c\/p\u003e \u003cp\u003e8 Partners: Build performance partnerships with marketing service providers 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow can I drive change and sustain impact?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9 IT solutions: Use marketing ROI decision support solutions to transform your company 143\u003c\/p\u003e \u003cp\u003e10 Agility: Infuse your organization with a return on investment mindset 159\u003c\/p\u003e \u003cp\u003eCredits 177\u003c\/p\u003e \u003cp\u003eIndex 179\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52462941798680,"sku":"9781119278337","price":16.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119278337_295557.jpg?v=1785543203","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/marketing-performance-how-marketers-drive-profitable-growth-hardback-9781119278337","provider":"Freshly Printed Books","version":"1.0","type":"link"}