Author : Les Binet
Publisher :
Page : 132 pages
File Size : 37,22 MB
Release : 2007
Category : Business & Economics
ISBN :
This report analyses 880 IPA case studies in unprecedented detail to extract broad lessons about the critical success factors for profitable returns on marketing investment.
Author : Les Binet
Publisher :
Page : 0 pages
File Size : 48,16 MB
Release : 2013
Category : Marketing
ISBN : 9780852941348
Author : Malcolm McDonald
Publisher : Kogan Page Publishers
Page : 304 pages
File Size : 33,6 MB
Release : 2011-01-03
Category : Business & Economics
ISBN : 074946335X
No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today. Marketing Accountability by Malcolm McDonald and Peter Mouncey is a major breakthrough for marketing and essential reading for any marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help you to measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability. Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers.
Author : Patrick LaPointe
Publisher : MarketingNPV
Page : 241 pages
File Size : 39,28 MB
Release : 2005
Category : Marketing
ISBN : 1563180367
Author : Trevor A. Smith
Publisher : Springer Nature
Page : 218 pages
File Size : 14,50 MB
Release : 2022-09-27
Category : Business & Economics
ISBN : 3031098617
This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. SMEs generally face financial constraints that limit their ability to carry out the marketing function. Addressing this limitation, the author presents conceptual models based on the resource based view and the knowledge based view to show how marketing capabilities can lead to performance improvement in the SMEs. The lessons learnt provide guidance in the practice of marketing for small and medium firms to be more effective in their marketing investments and make wiser marketing decisions. This book will prove useful for both researchers and practitioners by extending knowledge on marketing performance management in the SMEs.
Author : Shiv Narayanan
Publisher : Lioncrest Publishing
Page : 134 pages
File Size : 14,52 MB
Release : 2021-04-27
Category :
ISBN : 9781544519968
When you're acquired by Private Equity, the first one hundred days are critical. You need to grow revenue faster, be more profitable, and integrate additional companies, all while getting buy-in from investors. In this environment, ramping up your sales pipeline is a major component of meeting board expectations. In Post-Acquisition Marketing, Shiv Narayanan reveals how PE-backed companies can leverage marketing to scale faster and deliver on the investment thesis. With Shiv's proven framework, you'll learn exactly how to leverage data to secure a larger budget for marketing and drive more top-line revenue growth than ever before.
Author : Nripendra P. Rana
Publisher : Springer Nature
Page : 337 pages
File Size : 21,24 MB
Release : 2019-11-11
Category : Business & Economics
ISBN : 3030243745
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author : Kalman Applbaum
Publisher : Routledge
Page : 300 pages
File Size : 35,6 MB
Release : 2004-06-01
Category : Business & Economics
ISBN : 1135943125
Marketing has situated itself as an indispensable tool in today's business world-an unavoidable step in the process from production to consumption. This book is the first of its kind to map out the organizing principles and cultural logic of marketing, and trace the profession's ascent to global domination. Applbaum argues that marketing can be seen as a particular set of cultural practices that surfaced in reaction to the affluence of Western society, and not the answer to the call of inherent human needs and wants. In order to understand globalization, transnational corporations, and the spread of consumer culture, one must understand the logic of marketing.
Author : Les Binet
Publisher :
Page : 136 pages
File Size : 30,4 MB
Release : 2018
Category : Branding (Marketing)
ISBN : 9780852941454
Author : David W Stewart
Publisher : Routledge
Page : 382 pages
File Size : 46,42 MB
Release : 2016-02-05
Category : Business & Economics
ISBN : 1317274822
Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.
