Bauer, Thomas
Marketing performance : how marketers drive profitable growth / Thomas Bauer ... [et al.] - West Sussex : John Wiley, c2016. - xi,185 p. : ill. ; 24 cm.
Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions.
This isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight.
9781119278337
2016015986
Marketing--Management
658.8 BA MA
Marketing performance : how marketers drive profitable growth / Thomas Bauer ... [et al.] - West Sussex : John Wiley, c2016. - xi,185 p. : ill. ; 24 cm.
Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions.
This isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight.
9781119278337
2016015986
Marketing--Management
658.8 BA MA