 Marketing Calculator: Measuring and managing return on marketing investment
(ROMI)
“Half of my advertising is wasted; I just don’t know which half” (John Wanamaker).
With the proper data and analytics, marketers can finally start to identify the
half that works and the half that doesn't. It's no longer good enough to have
great creative, good packaging and a unique product. They must also execute
just as well. Getting the execution right can deliver better results, more
revenue, profit and market share.
Marketing Calculator is the first book to support marketers in providing a vision
for the entire marketing team to deliver the required results. Marketers must
now become a critical component of corporate success, not just an expense that must
be tolerated, or can easily be cut. It provides three key concepts that any
marketer can use to develop a marketing effectiveness improvement program.
- The Marketing Effectiveness Framework to help marketers talk the talk of marketing
effectiveness within marketing and with the C-Suite.
- The Marketing Effectiveness Continuum to help marketers understand the organizational
issues and change management associated with delivering long lasting enhanced marketing
effectiveness.
- The Marketing Accountability Framework to help marketers begin to collect data that
is meaningful to improving their marketing effectiveness and to become accountable
for their results.
Marketing Calculator has a wealth of examples from marketing situations around the
globe based on first hand experience of the author. Many of the concepts have
been honed through hundreds of workshops, presentations and consulting assignments.
It is ideal for business and marketing professionals across all industries, brand
managers, "C-level" executives, academics and marketing students, as well as Advertising,
PR and media agencies.
Learn more about Marketing Calculator key concepts
|