Description
Unlock the potential of your marketing strategies with this comprehensive guide to Data-Driven Marketing. Voted as the Best Marketing Book of 2011 by the American Marketing Association, this influential text takes a deep dive into strategic investment in marketing to deliver unparalleled performance improvements. In today's competitive environment, understanding the impact of every dollar spent on marketing is crucial. This book teaches organizations to maximize efficiency and effectiveness in their marketing expenditures - from branding and awareness to loyalty, product launches, and internet marketing.
Drawing on groundbreaking research from the Kellogg School of Management, it provides marketers with an actionable framework for implementing a data-driven approach. Learn how to leverage key metrics—such as Return on Marketing Investment (ROMI)—to make informed decisions that boost your organization's performance. With insights gathered from 252 Fortune 1000 firms, and over $53 billion of annual marketing spend analyzed, this book offers a wealth of information tailored to both small businesses and large enterprises.
Readers will also find valuable tools, including free downloadable ROMI templates, designed to apply the book's principles directly into practical scenarios. Whether you are an executive at a multinational corporation or a marketer in a small firm, this guide empowers you to capture the full potential of your marketing strategies through data.
Note: Shipping for this item is free. Please allow up to 6 weeks for delivery. Once your order is placed, it cannot be cancelled. Condition: BRAND NEW, ISBN: 9780470504543, Year: 2010, Publisher: John Wiley & Sons Inc (US), Pages: 320.
Note: Shipping for this item is free. Please allow up to 6 weeks for delivery. Once your order is placed, it cannot be cancelled.
Condition: BRAND NEW
ISBN: 9780470504543
Year: 2010
Publisher: John Wiley & Sons Inc (US)
Pages: 320
Description:
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING
ASSOCIATION
How organizations can deliver significant performance gains
through strategic investment in marketing
In the new era of tight marketing budgets, no organization can
continue to spend on marketing without knowing what's working and
what's wasted. Data-driven marketing improves efficiency and
effectiveness of marketing expenditures across the spectrum of
marketing activities from branding and awareness, trail and
loyalty, to new product launch and Internet marketing. Based on new
research from the Kellogg School of Management, this book is a
clear and convincing guide to using a more rigorous, data-driven
strategic approach to deliver significant performance gains from
your marketing.
Explains how to use data-driven marketing to deliver return on
marketing investment (ROMI) in any organization
In-depth discussion of the fifteen key metrics every marketer
should know
Based on original research from America's leading marketing
business school, complemented by experience teaching ROMI to
executives at Microsoft, DuPont, Nisan, Philips, Sony and many
other firms
Uses data from a rigorous survey on strategic marketing
performance management of 252 Fortune 1000 firms, capturing $53
billion of annual marketing spending
In-depth examples of how to apply the principles in small and
large organizations
Free downloadable ROMI templates for all examples given in the
book
With every department under the microscope looking for results,
those who properly use data to optimize their marke
Drawing on groundbreaking research from the Kellogg School of Management, it provides marketers with an actionable framework for implementing a data-driven approach. Learn how to leverage key metrics—such as Return on Marketing Investment (ROMI)—to make informed decisions that boost your organization's performance. With insights gathered from 252 Fortune 1000 firms, and over $53 billion of annual marketing spend analyzed, this book offers a wealth of information tailored to both small businesses and large enterprises.
Readers will also find valuable tools, including free downloadable ROMI templates, designed to apply the book's principles directly into practical scenarios. Whether you are an executive at a multinational corporation or a marketer in a small firm, this guide empowers you to capture the full potential of your marketing strategies through data.
Note: Shipping for this item is free. Please allow up to 6 weeks for delivery. Once your order is placed, it cannot be cancelled. Condition: BRAND NEW, ISBN: 9780470504543, Year: 2010, Publisher: John Wiley & Sons Inc (US), Pages: 320.
Note: Shipping for this item is free. Please allow up to 6 weeks for delivery. Once your order is placed, it cannot be cancelled.
Condition: BRAND NEW
ISBN: 9780470504543
Year: 2010
Publisher: John Wiley & Sons Inc (US)
Pages: 320
Description:
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING
ASSOCIATION
How organizations can deliver significant performance gains
through strategic investment in marketing
In the new era of tight marketing budgets, no organization can
continue to spend on marketing without knowing what's working and
what's wasted. Data-driven marketing improves efficiency and
effectiveness of marketing expenditures across the spectrum of
marketing activities from branding and awareness, trail and
loyalty, to new product launch and Internet marketing. Based on new
research from the Kellogg School of Management, this book is a
clear and convincing guide to using a more rigorous, data-driven
strategic approach to deliver significant performance gains from
your marketing.
Explains how to use data-driven marketing to deliver return on
marketing investment (ROMI) in any organization
In-depth discussion of the fifteen key metrics every marketer
should know
Based on original research from America's leading marketing
business school, complemented by experience teaching ROMI to
executives at Microsoft, DuPont, Nisan, Philips, Sony and many
other firms
Uses data from a rigorous survey on strategic marketing
performance management of 252 Fortune 1000 firms, capturing $53
billion of annual marketing spending
In-depth examples of how to apply the principles in small and
large organizations
Free downloadable ROMI templates for all examples given in the
book
With every department under the microscope looking for results,
those who properly use data to optimize their marke