Four pillars of profit - driven marketing: how to maximize creativity, accountability, and ROI

By:

Moeller, Leslie H; Landry, Edward C; Kinni, Theodore

Material type: Text

TextPublication details: Tata McGraw-Hill New Delhi 2009Description: vii, 231p. Hard BoundISBN:

978-0070147010

Subject(s):

Marketing Management Communication in marketing Rate of return

DDC classification:

658.8 MOE

Contents:

Marketing’s fifth “P” 1. The marketers challenge 2. Marketing and ROI microeconomics 3. The marketing ROI mind set and Pillars 4. Building analytical prowess 5. Tools for transforming analytics into working knowledge 6. Creating process driven profitability 7. Aligning the organization around marketing ROI 8. Undertaking the marketing ROI transformation

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.8 MOE (Browse shelf(Opens below))	Available		40084

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SBDH

Marketing’s fifth “P”
1. The marketers challenge
2. Marketing and ROI microeconomics
3. The marketing ROI mind set and Pillars
4. Building analytical prowess
5. Tools for transforming analytics into working knowledge
6. Creating process driven profitability
7. Aligning the organization around marketing ROI
8. Undertaking the marketing ROI transformation

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.

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