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Marketing calculator: measuring and managing return on marketing investment

By: Publication details: Singapore John Wiley and Sons 2008 Description: xiv, 288 pISBN:
  • 9780470823958
Subject(s): DDC classification:
  • 658.802
Summary: 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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Holdings
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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