Moeller, Leslie H; Landry, Edward C; Kinni, Theodore
Four pillars of profit - driven marketing: how to maximize creativity, accountability, and ROI
- New Delhi Tata McGraw-Hill 2009
- vii, 231p. Hard Bound
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.
978-0070147010
Marketing Management Communication in marketing Rate of return