The marketing accountability imperative: driving superior returns on marketing investments
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
San Francisco
Jossey-Bass
c2009
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XIV, 450 p. graph. Darst. |
| ISBN: | 9780787998325 |
Staff View
MARC
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| 245 | 1 | 0 | |a The marketing accountability imperative |b driving superior returns on marketing investments |c Michael E. Dunn with Chris Halsall |
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| 650 | 7 | |a Marketing |2 stw | |
| 650 | 7 | |a Performance Measurement |2 stw | |
| 650 | 7 | |a Return on Investment |2 stw | |
| 650 | 7 | |a Vertriebsweg |2 stw | |
| 650 | 7 | |a Werbeplanung |2 stw | |
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| 650 | 4 | |a Marketing |x Cost effectiveness | |
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Record in the Search Index
| _version_ | 1804138891164254208 |
|---|---|
| adam_text | Titel: The marketing accountability imperative
Autor: Dunn, Michael E.
Jahr: 2009
Contents
Acknowledgments v
Introduction vii
Part One: Untying the Gordian Knot of Marketing
Investment Excellence 1
1 The Marketing Accountability Imperative 3
Understanding the Marketing Accountability
Gap and Beginning the Journey to Close It
2 Recalibrating Basic Beliefs About Marketing Spending 33
When Marketing Can Create Accretive Value and
When It Is the Wrong Tool for the Wrong Problem
3 The Core Principles of Marketing Accountability 73
Describing the Critical Competencies and Value Levers That
Enable Accountable Marketing Investment
Part Two: Driving Material Performance Improvements
Across the Six Value Levers of Marketing Accountability 103
4 Strategy and Content 105
Enabling Purposeful Strategic Decision Making and
Creating Engaging, Compelling Content
5 Marketing Vehicles and Investment Levels 164
Selecting Which Vehicles to Deploy and
How Much Investment Gets Put Behind Each
6 In-Market Execution and Fixed Cost Management 214
Ensuring High-Quality In-Market Execution and
Consistently Strong Leverage of Your Fixed Cost Basis
Hi
iv CONTENTS
Part Three: Putting Core Principles of Marketing
Accountability to Work Inside Your Organization 259
7 Laying the Tactical Groundwork for Long-Term
Marketing Improvement 261
Planning for Your Journey Through the Three
Horizons of Marketing Accountability
8 Horizon One: Identifying Your Marketing
Accountability Improvement Opportunities 298
Designing a Fit-for-Purpose Marketing
Accountability Diagnostic
9 Horizon Two: Employing a Test-and-Learn Approach to
Drive Continuous Improvement 335
Systematically Eliminating the Unknown and
Improving Returns
10 Horizon Three: Sustaining and Accelerating Marketing
Accountability Impact 383
Building Sustainable Competitive Advantage via
Deeper Capabilities, Faster Processes, and More
Intelligent Brand Equity Development
Notes 425
Bibliography 427
The Authors 433
Index 435
|
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| ctrlnum | (OCoLC)288985859 (DE-599)BVBBV035443356 |
| dewey-full | 658.8 |
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| isbn | 9780787998325 |
| language | English |
| lccn | 2008051526 |
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| spelling | Dunn, Michael E. Verfasser aut The marketing accountability imperative driving superior returns on marketing investments Michael E. Dunn with Chris Halsall San Francisco Jossey-Bass c2009 XIV, 450 p. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Betriebliche Investitionspolitik stw Marketing stw Performance Measurement stw Return on Investment stw Vertriebsweg stw Werbeplanung stw Marketing Management Marketing Cost effectiveness Kostenmanagement (DE-588)4323274-7 gnd rswk-swf Effizienzmessung (DE-588)4151076-8 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Return on Investment (DE-588)4049628-4 gnd rswk-swf Vertriebskosten (DE-588)4188106-0 gnd rswk-swf Marketing (DE-588)4037589-4 s Effizienzmessung (DE-588)4151076-8 s DE-188 Vertriebskosten (DE-588)4188106-0 s Kostenmanagement (DE-588)4323274-7 s Return on Investment (DE-588)4049628-4 s Halsall, Chris Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017363573&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Dunn, Michael E. The marketing accountability imperative driving superior returns on marketing investments Betriebliche Investitionspolitik stw Marketing stw Performance Measurement stw Return on Investment stw Vertriebsweg stw Werbeplanung stw Marketing Management Marketing Cost effectiveness Kostenmanagement (DE-588)4323274-7 gnd Effizienzmessung (DE-588)4151076-8 gnd Marketing (DE-588)4037589-4 gnd Return on Investment (DE-588)4049628-4 gnd Vertriebskosten (DE-588)4188106-0 gnd |
| subject_GND | (DE-588)4323274-7 (DE-588)4151076-8 (DE-588)4037589-4 (DE-588)4049628-4 (DE-588)4188106-0 |
| title | The marketing accountability imperative driving superior returns on marketing investments |
| title_auth | The marketing accountability imperative driving superior returns on marketing investments |
| title_exact_search | The marketing accountability imperative driving superior returns on marketing investments |
| title_full | The marketing accountability imperative driving superior returns on marketing investments Michael E. Dunn with Chris Halsall |
| title_fullStr | The marketing accountability imperative driving superior returns on marketing investments Michael E. Dunn with Chris Halsall |
| title_full_unstemmed | The marketing accountability imperative driving superior returns on marketing investments Michael E. Dunn with Chris Halsall |
| title_short | The marketing accountability imperative |
| title_sort | the marketing accountability imperative driving superior returns on marketing investments |
| title_sub | driving superior returns on marketing investments |
| topic | Betriebliche Investitionspolitik stw Marketing stw Performance Measurement stw Return on Investment stw Vertriebsweg stw Werbeplanung stw Marketing Management Marketing Cost effectiveness Kostenmanagement (DE-588)4323274-7 gnd Effizienzmessung (DE-588)4151076-8 gnd Marketing (DE-588)4037589-4 gnd Return on Investment (DE-588)4049628-4 gnd Vertriebskosten (DE-588)4188106-0 gnd |
| topic_facet | Betriebliche Investitionspolitik Marketing Performance Measurement Return on Investment Vertriebsweg Werbeplanung Marketing Management Marketing Cost effectiveness Kostenmanagement Effizienzmessung Vertriebskosten |
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