The four pillars of profit-driven marketing: how to maximize creativity, accountability, and ROI
Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical.
The Four Pillars of Profit-Driven Marketing is the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy executives at Booz & Company, Leslie Moeller and Edward Landry, reveal the “4 pillars of marketing," which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You'll learn how to:
- Understand, classify, and choose Analytics
- Put the analytics to work with the right decision-support Systems & Tools
- Establish Processes that integrate the analytics and tools into operations
- Use Organizational Alignment to assure company-wide acceptance and execution of the system
To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company.
By successfully integrating analytic firepower, decision support, processes, and people development, you will optimize your marketing dollars, better connect with customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved.
|Grouped Work ID||369b2753-090b-8867-85ac-9cca5bf4fdf1|
|full_title||four pillars of profit driven marketing how to maximize creativity accountability and roi|
|author||moeller leslie h|
|auth_author2||Kinni, Theodore B., 1956-, Landry, Edward C., 1965-|
|author||Moeller, Leslie H., 1961-|
|author2-role||Kinni, Theodore B.,1956-, Landry, Edward C.,1965-, NetLibrary, Inc.|
|author_display||Moeller, Leslie H|
|owning_library_arlington||Arlington Public Library Online, Aurora Hills Online, Central Online, Cherrydale Online, Columbia Pike Online, Connection Crystal City Online, Detention Center Online, Glencarlyn Online, Local History Online, Plaza Online, Shirlington Online, Westover Online|
|scoping_details_arlington||external_econtent:ils:.b1323657x||Available Online|Available Online|false|true|false|false|false|true|||||
|subject_facet||Communication in marketing, Marketing -- Management, Profit, Rate of return|
|title_display||The four pillars of profit-driven marketing how to maximize creativity, accountability, and ROI|
|title_full||The four pillars of profit-driven marketing [electronic resource] : how to maximize creativity, accountability, and ROI / Leslie H. Moeller and Edward C. Landry ; with Theodore Kinni|
|title_short||The four pillars of profit-driven marketing|
|title_sub||how to maximize creativity, accountability, and ROI|