Marketing Payback营销回收期:你的营销赚钱吗? mobi 下载 网盘 caj lrf pdf txt 阿里云

　　This book is about improving the payback you get from your marketing.We believe that marketers and executives need a better framework for measuring marketing performance and *** marketing decisi***.The aim of this practical book is to help you make better ones.

If you are drowning in data yet wondering whether your sales promoti*** are effective,want a more reliable sales forecast or simply wants to justify a marketing budget,Marketing Payback will help you to unlock the relati***hip between customer insight insight and financial foresight,and use them to your advantage.

These are challenges that every business faces,and questi*** that every markete***ill encounter.Knowing the answers to these questi*** will help you and your business to back the right choices,make the right decisi*** and deliver more profitable marketing performance.

Publisher's acknowledgements

Authors'acknowledgements

1 Introduction:Payback begins here

PART I:IS MARKETING PROFITABLE?

2 Marketing's midlife crisis

　3 Dem***trating success

　4 The laws of marketing

　5 Measuring how marketing really works

　6 Tracking trends and forecasting futures

　7 Avoiding decision traps

PART II:SOLUTIONS TO COMMON PROBLEMS

　8 Expenditure allocation

　9 Brand identity changes

　10 Brand portfolio planning

　11 Valuing brands

　12 Integrated marketing communicati***

　13 How pricing works

　14 How promoti*** work

　15 Customer equity optimization

　16 Getting better value from marketing information

PART III:FINANCIAL PLANNING AND CONTROL

　17 The numbe***izard;s toolbox

　18 Marketing planning

　19 Better budgeting

　20 Marketing bookkeeping and accounting

　21 When results go wrong

　22 Twenty things you'll do differently

Peferences

Index

Robert Shaw is a founder of the c***ultancy MBPI and for over 20 years has helps senior executivs to introduce new methods,procedures and systems that make more profitable.He is also a visiting professor of marketing at Cass Business School,City of London

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