Marketing performance : how marketers drive profitable growth /
By: Bauer, Thomas
Title By: Freundt, Tjark | Gordon, Jonathan | Perrey, Jesko | Spillecke, Dennis
Material type:
BookPublisher: West Sussex : John Wiley, c2016.Description: xi,185 p. : ill. ; 24 cm.ISBN: 9781119278337Subject(s): Marketing -- ManagementDDC classification: 658.8 BA MA | Item type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 PE MA (Browse shelf) | Available | April 2018 | T0058358 |
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| 658.8 PE MA Marketing management : knowledge and skills. | 658.8 PE MA Marketing management : knowledge and skills / | 658.8 PE MA Marketing management : knowledge and skills / | 658.8 PE MA Marketing performance : | 658.8 PE PR A preface to marketing management. | 658.8 PE PR A preface to marketing management / | 658.8 PE PR A preface to marketing management / |
Includes bibliographical references and index.
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.