Marketing calculator: measuring and managing return on marketing investment
Publication details: Singapore John Wiley and Sons 2008 Description: xiv, 288 pISBN:- 9780470823958
- 658.802
Item type | Current library | Item location | Shelving location | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Books | Vikram Sarabhai Library | Rack 39-B / Slot 2257 (2nd Floor, East Wing) | General Stacks | 658.802 P6M2 (Browse shelf(Opens below)) | Available | 167611 |
Includes bibliographical references (p. [277]-281) and index
This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' half of my advertising is wasted; I just don't know which half. With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Source: http://search.barnesandnoble.com/
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