The four pillars of profit-driven marketing: how to maximize creativity, accountability, and ROI

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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.

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Grouping Information

Grouped Work ID 369b2753-090b-8867-85ac-9cca5bf4fdf1
Grouping Title four pillars of profit driven marketing how to maximize creativity accountability and roi
Grouping Author moeller leslie h
Grouping Category book
Last Grouping Update 2018-08-06 04:40:45AM
Last Indexed 2018-09-19 04:52:10AM

Solr Details

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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
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id 369b2753-090b-8867-85ac-9cca5bf4fdf1
isbn 9780071615068
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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
primary_isbn 9780071615068
publishDate 2009
record_details external_econtent:ils:.b1323657x|eBook|eBook||English|McGraw-Hill,|[2009]|
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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 : 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