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Marketing performance : how marketers drive profitable growth / Thomas Bauer ... [et al.]

By: Contributor(s): Material type: TextTextPublication details: West Sussex : John Wiley, c2016.Description: xi,185 p. : ill. ; 24 cmISBN:
  • 9781119278337
Subject(s): DDC classification:
  • 658.8 BA MA
Summary: 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.
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Holdings
Item type Current library Call number Status Notes Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.8 PE MA (Browse shelf(Opens below)) Available April 2018 T0058358

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.

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