 About the Book
Marketing Calculator uncovers the components of driving increased marketing effectiveness
and can be applied to just about every industry and marketing challenge. It demystifies
how marketers can significantly improve their measurement and management infrastructure
in order to improve their return on marketing effectiveness and ROI. Marketers will
be able to significantly improve their tactical and strategic decision-making. They
will finally be able to respond to John Wannamachers’ “half of my advertising is
wasted; I just don’t know which half.” With this in hand, they will be able to avoid
the budget cutting ax, become a critical component of corporate success and enhance
their careers.
Many new concepts
Even in a crowded theoretical marketing environment there are many new concepts
being introduced. Here are three:
- 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.
Read about key Marketing Calculator concepts
Global reach
Marketing Calculator is one of the only marketing books covering the topic at a
global level. It includes a great number of specific case studies from North America,
Asia, Europe and Africa. The cases cover the many industries including: Telecommunications,
consumer packaged goods, home repair services, travel, utilities, software, restaurants,
alcoholic and non-alcoholic beverages and others. It can also be used to support
marketing education at the university level.
Read about Marketing Calculator case studies
Actionable content
Whether the reader is a marketer, business analyst, C-level executive, this book
will help them to understand the key issues surrounding the measurement of marketing
effectiveness. More than that however, is how each of the concepts can be directly
applied to their marketing environment. Each of the concepts are applied to the
different types of businesses (business-to-business, OEM, consumer, NGO and others)
so they can quickly make them actionable.
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