Marketing calculator: measuring and managing return on marketing investment

INDICE: Preface Chapter One Issues and objections Brand advertising and marketing effectiveness Aligning marketing effectiveness with brand strategy Marketing effectiveness: The new marketing imperative for the 21st century Error! Bookmark not defined. The $1,000,000 question What is marketing effectiveness?The ROI of marketing ROI Marketing effectiveness: The new strategic advantageMarketing effectiveness and marketing objectives Marketing effectiveness: A chapter by chapter overview Section 1 Chapter Two: The marketing effectiveness framework Chapter Three: The competition The consumer The distribution channelExogenous factors Chapter Four: The consumer Segmentation Information Processing and the Purchase Funnel Product Choice Model/Channel Choice Model Purchaseand Consumption Sequential purchase process Bringing it all together Chapter Five: The Marketing Accountability Framework The 4P3C1E Framework Success Metrics Section 2 Chapter Six: Climbing the marketing effectiveness continuum Chapter Seven: Activity tracker cameo Activity trackers The activity tracker test Challenges facing activity trackers Tracking activities Getting started as an activity tracker How can marketers improve their activity tracking? Becoming an activity tracker Chapter Eight: Campaign measurer cameo Campaign measurers Challenges facing campaign measurers ROMI methods for campaign measurers How can marketers improve their campaign measuring? Eight steps to becoming a campaign measurer Chapter Eight - Case Studies: Case Study 1: A/B testing, retail automotive collision repair services in North America Case Study 2: Direct marketing & CRM, mobile teleco in Asia Case Study 3: Last touch attribution, dentalequipment supplier in North America Case Study 4: Loyalty marketing, international airline based in Asia Case Study 5: Rebate redemption, gas utility in North America Case Study 6: Direct measurement, enterprise software in Asia-Pacific Case Study 7: Using a test market to measure direct response, dairy products in Malaysia Chapter Nine: Mix modeler cameo Mix modelers Challenges facing mix modelers How can marketers improve their mix modeling? Seven steps to becoming a mix modeler Chapter Nine - Case Studies: Case Study 8: Marketing mix modeling, regional restaurant chain in North America Case Study 9: Marketing mixmodeling, kids' snacks in the United Kingdom Case Study 10: Marketing mix modeling, mobile telephone service provider in Asia Case Study 11: Marketing mix modeling, premium lager beer in Europe Chapter Ten: Consumer analyzer cameo Consumer analyzers Challenges facing consumer analyzers Projecting the future How can marketers improve their consumer analyzing? Becoming a consumer analyzerChapter Ten - Case Studies: Case Study 13: Agent-based modeling and simulation, consumer packaged goods in North America Case Study 14: Agent-based modeling and simulation, carbonated soft drinks in North Africa Case Study 15: Systemdynamics, fast moving consumer products in India Case Study 16: Agent-based modeling and simulation, unsweetened tea in Japan Chapter Eleven: Brand optimizer cameo Brand optimizers Becoming a brand optimizer Section 3 Chapter Twelve:The marketing effectiveness culture Challenges in moving up the marketing effectiveness continuum Implementing the marketing effectiveness culture Chapter Thirteen: Marketing effectiveness and you Improved marketing effectiveness requires support throughout the company Put marketing in the critical path to success Index Table of figures Appendix Case Study 3 (cont'd): Last Touch Attribution

• ISBN: 978-0-470-82395-8
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 300
• Fecha Publicación: 27/11/2008
• Nº Volúmenes: 1
• Idioma: Inglés