000			01550cam a2200253 i 4500
999			_c32952 _d32952
001			19084026
008			180419b xxu||||| |||| 00| 0 eng d
010			_a 2016015986
020			_a9781119278337
040			_aUOWD
082	0	0	_a658.8 BA MA
100	1		_aBauer, Thomas _916800
245	1	0	_aMarketing performance : _bhow marketers drive profitable growth / _cThomas Bauer ... [et al.]
260			_aWest Sussex : _bJohn Wiley, _cc2016.
300			_axi,185 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
520			_aTop 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.
650		0	_aMarketing _xManagement _92
700			_aFreundt, Tjark _916801
700			_aGordon, Jonathan _916802
700			_aPerrey, Jesko _912018
700			_aSpillecke, Dennis _916803
942			_2ddc _cREGULAR