Marketing calculator: measuring and managing return on marketing investment
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester [u.a.]
Wiley
2008
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. [277] - 281 |
| Beschreibung: | XIV, 288 S. graph. Darst. |
| ISBN: | 9780470823958 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV025577107 | ||
| 003 | DE-604 | ||
| 005 | 20101102 | ||
| 007 | t | ||
| 008 | 100417s2008 d||| |||| 00||| eng d | ||
| 020 | |a 9780470823958 |9 978-0-470-82395-8 | ||
| 035 | |a (OCoLC)700527080 | ||
| 035 | |a (DE-599)BVBBV025577107 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-11 | ||
| 084 | |a QP 612 |0 (DE-625)141909: |2 rvk | ||
| 100 | 1 | |a Powell, Guy R. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing calculator |b measuring and managing return on marketing investment |c Guy R. Powell |
| 264 | 1 | |a Chichester [u.a.] |b Wiley |c 2008 | |
| 300 | |a XIV, 288 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Literaturverz. S. [277] - 281 | ||
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020174828&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-020174828 | ||
Datensatz im Suchindex
| _version_ | 1804142755668033536 |
|---|---|
| adam_text | Contents
Acknowledgments ....................................................xi
Preface ...................................................................xiii
SECTION 1—What is Marketing Effectiveness? .............1
Chapter 1—Introduction to Marketing Effectiveness ..3
Issues and objections ................................................................6
Brand advertising and marketing effectiveness..........................7
Aligning marketing effectiveness with brand strategy...............9
Marketing effectiveness: The new marketing imperative
for the 21st century.............................................................11
The US$1,000,000 question ....................................................12
What is marketing effectiveness? ............................................13
The ROI of marketing ROI ......................................................15
Marketing effectiveness: The new strategic advantage ...........16
Marketing effectiveness and marketing objectives .................17
Marketing effectiveness: A chapter-by-chapter overview .......18
SECTION 2—The Marketing-Effectiveness Framework™ ..27
Chapter 2—Strategy, Creative, and Execution:
What You Do in the Marketplace ............................29
The marketing-effectiveness framework™ ..............................29
Chapter 3—Planning Around What You Can t
Control: The Competition, the Consumer, the
Channel, and Exogenous Factors ...........................41
The competition......................................................................42
The consumer .........................................................................42
The distribution channel.........................................................43
Exogenous factors ...................................................................44
Chapter 4—The Consumer: The Most
Important Component in Any
Marketing-Oriented Framework.............................47
The consumer .........................................................................47
Segmentation...........................................................................48
Information processing and the purchase funnel ...................51
Product choice model/Channel choice model .......................57
Consumption and purchase behavior .....................................59
Sequential purchase process...................................................62
Bringing it all together ............................................................63
CONTENTS
Chapter 5—A Framework for Capturing Marketing-
Effectiveness Data: The Marketing-Accountability
Framework ............................................................67
The marketing-accountability framework ...............................67
The 4P3C1E framework ..........................................................68
Success metrics .......................................................................72
SECTION 3—The Marketing-Effectiveness Continuum ...77
Chapter 6—Introducing the Marketing-Effectiveness
Continuum ............................................................79
Climbing the marketing-effectiveness continuum ..................89
Chapter 7—Activity Trackers.....................................91
Activity tracker cameo ............................................................91
Activity trackers ......................................................................94
The activity tracker test...........................................................95
Challenges facing activity trackers..........................................96
Tracking activities .................................................................101
Getting started as an activity tracker.....................................103
How can marketers improve their activity tracking? ............110
Becoming an activity tracker.................................................116
Chapter 8—Campaign Measurers ............................117
Campaign-measurer cameo ...................................................117
Campaign measurers .............................................................121
Challenges facing campaign measurers ................................122
ROMI methods for campaign measurers...............................128
How can marketers improve their campaign measuring?.....131
Eight steps to becoming a campaign measurer.....................135
Case studies...........................................................................138
Case study 1 —A/B testing: Plumbing repair services in
North America............................................................138
Case study 2—Direct marketing and CRM:
Mobile telecommunications company in Asia............143
Case study 3—Last-touch attribution: Dental equipment
supplier in North America .........................................148
Case study 4—Loyalty marketing: International hotel chain
based in Asia...............................................................152
Case study 5—Rebate redemption: Gas utility in North
America......................................................................154
Case study 6—Direct measurement: Enterprise software
in the Asia-Pacific........................................................161
Contents
Chapter 9—Mix Modelers........................................175
Mix-modeler cameo...............................................................175
Mix modelers ........................................................................181
Challenges facing mix modelers ...........................................183
How can marketers improve their mix modeling?................192
Seven steps to becoming a mix modeler ..............................194
Case studies............................................................................197
Case study 7—Marketing-mix modeling: Regional
restaurant chain in NorthAmerica.............................197
Case study 8—Marketing-mix modeling:
Kids snacks in the United Kingdom ..........................201
Case study 9—Marketing-mix modeling: Mobile
telephone service provider in Asia.............................203
Case study 10—Marketing-mix modeling: Premium
lager beer in Europe...................................................206
Chapter 10—Consumer Analyzers ...........................213
Consumer-analyzer cameo ....................................................213
Consumer analyzers ..............................................................216
Challenges facing consumer analyzers..................................218
Projecting the future .............................................................221
How can marketers improve their consumer analyzing? ......227
Becoming a consumer analyzer.............................................230
Case studies............................................................................231
Case study 11—Agent-based modeling and simulation:
Consumer packaged goods in North America ...........231
Case study 12—Agent-based modeling and simulation:
Carbonated soft drinks in North Africa......................237
Case study 13—System dynamics: Fast-moving consumer
goods in India.............................................................240
Case study 14—Agent-based modeling and simulation:
Unsweetened tea in Japan..........................................243
Chapter 11—Brand Optimizers................................249
Brand-optimizer cameo .........................................................249
Brand optimizers ...................................................................250
Becoming a brand optimizer.................................................252
SECTION 4—The Marketing-Effectiveness Culture ....255
Chapter 12—It s Time to Just Get Started! ..............257
The marketing-effectiveness culture .....................................257
Challenges in moving up the marketing-effectiveness
continuum.........................................................................265
Implementing the marketing-effectiveness culture...............270
CONTENTS
Chapter 13—Conclusion: Put Marketing on the Critical
Path to Success....................................................273
Marketing effectiveness and you ...........................................273
Improved marketing effectiveness requires support
throughout the company ......................................................274
Put marketing on the critical path to success .......................275
Bibliography ..........................................................277
Books......................................................................................277
Magazines, articles, and Web sites...........................................279
Conferences...........................................................................280
List of Figures and Tables........................................283
Figures....................................................................................283
Tables.....................................................................................283
Index ......................................................................285
|
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| id | DE-604.BV025577107 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:36:49Z |
| institution | BVB |
| isbn | 9780470823958 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020174828 |
| oclc_num | 700527080 |
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| owner | DE-11 |
| owner_facet | DE-11 |
| physical | XIV, 288 S. graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Wiley |
| record_format | marc |
| spelling | Powell, Guy R. Verfasser aut Marketing calculator measuring and managing return on marketing investment Guy R. Powell Chichester [u.a.] Wiley 2008 XIV, 288 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. [277] - 281 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020174828&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Powell, Guy R. Marketing calculator measuring and managing return on marketing investment |
| title | Marketing calculator measuring and managing return on marketing investment |
| title_auth | Marketing calculator measuring and managing return on marketing investment |
| title_exact_search | Marketing calculator measuring and managing return on marketing investment |
| title_full | Marketing calculator measuring and managing return on marketing investment Guy R. Powell |
| title_fullStr | Marketing calculator measuring and managing return on marketing investment Guy R. Powell |
| title_full_unstemmed | Marketing calculator measuring and managing return on marketing investment Guy R. Powell |
| title_short | Marketing calculator |
| title_sort | marketing calculator measuring and managing return on marketing investment |
| title_sub | measuring and managing return on marketing investment |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020174828&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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