TY  - BOOK
AU  - Moeller, Leslie H; Landry, Edward C; Kinni, Theodore
TI  - Four pillars of profit - driven marketing: how to maximize creativity, accountability, and ROI 
SN  - 978-0070147010
U1  - 658.8 MOE 
PY  - 2009///
CY  - New Delhi
PB  - Tata McGraw-Hill
KW  - Marketing Management
KW  - Communication in marketing
KW  - Rate of return
N1  - 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
N2  - 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
ER  -