ROI in marketing : the design thinking approach to measure, prove, and improve the value of marketing

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New York : McGraw-Hill, [2021].
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Available Online

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Language
English
ISBN
9781260460438, 1260460436

Notes

Bibliography
Includes bibliographical references and index.
Description
"Discover a unique, proven methodology to measure, improve and demonstrate the value of your marketing campaigns and initiatives Understanding and serving your customers' needs is what marketing is all about, but how do you know your events, campaigns and communication initiatives are working at top efficiency and effectiveness? To ensure projects are aligned to business objectives, marketing professionals need a credible, proven evaluation process to measure impact and calculate your return on investment. In ROI in Marketing, the team at ROI Institute reveals their proven, unique ROI Methodology to do just that. Using their data-driven three-part process, you'll learn how to understand the customer better, so you can focus on the critical components of the customer decision-making process. Learn how to analyze and learn from any past failures, and how to adjust and improve the value-including the financial ROI-of current and future marketing campaigns and initiatives"--,Provided by publisher
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O'Reilly,O'Reilly Online Learning: Academic/Public Library Edition

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Citations

APA Citation, 7th Edition (style guide)

Phillips, J. J., Fu, F. Q., Phillips, P. P., & Yi, H. (. o. S. (2021). ROI in marketing: the design thinking approach to measure, prove, and improve the value of marketing . McGraw-Hill.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Jack J. Phillips et al.. 2021. ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing. McGraw-Hill.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Jack J. Phillips et al.. ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing McGraw-Hill, 2021.

MLA Citation, 9th Edition (style guide)

Phillips, Jack J., Frank Q. Fu, Patricia Pulliam Phillips, and Hong (President of Sinotrac) Yi. ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing McGraw-Hill, 2021.

Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.

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5fcfd93b-3c5d-6f7f-1397-2c59a6915f3d-eng
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Grouped Work ID5fcfd93b-3c5d-6f7f-1397-2c59a6915f3d-eng
Full titleroi in marketing the design thinking approach to measure prove and improve the value of marketing
Authorphillips jack j
Grouping Categorybook
Last Update2024-06-25 00:22:58AM
Last Indexed2024-07-18 02:17:42AM

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5050 |a Acknowledgments -- Preface -- PART I. Why this is important. 1. The value of marketing: a critical issue -- 2. How the ROI methodology works -- PART II. The details of the ROI methodology. 3. Start with why: align programs with the business -- 4. Make it feasible: select the right solution -- 5. Expect success: plan for results -- 6. Make it matter: design for input, reaction, and learning -- 7. Make it stick: design for action and impact -- 8. Make it credible: isolate the effects of the program -- 9. Make it credible: convert data to monetary value and identify intangible measures -- 10. Make it credible: capture costs of program and calculate ROI -- 11. Tell the story: communicate results to key stakeholders -- 12. Optimize results: use performance improvement to increase funding -- 13. Forecast the ROI -- 14. Make it work: sustain the change to a value-driven marketing program -- Appendix A. Answers to Exercise 5.1 -- Appendix B. ROI quiz -- Appendix C. How results-based are your marketing programs? -- Notes -- Index.
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