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Books > Business & Economics > Business & management > Business strategy
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Marketing Management For Non-Marketing Managers - Improving Returns on Marketing Investments (Paperback)
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Marketing Management For Non-Marketing Managers - Improving Returns on Marketing Investments (Paperback)
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Although marketing-related expenses are a significant portion of
most organizations budgets, it is often frustrating for those with
budget oversight to get a clear picture of the returns on their
marketing investment. This engaging book offers practical ways for
non-marketing managers and executives to measure and improve
marketing returns. It gives you the tools you need to be able to
correctly assess the potential of your marketing and accurately
evaluate the returns. You ll learn: * Why market leaders achieve
significantly greater returns on their marketing than others within
their market. * The 3 main reasons most marketing plans fail to
live up to their potential, and the steps you must take to avoid
these pitfalls. * How to evaluate your marketing investment s
likely ROI before you invest the money. * When and how to assess
the financial returns of your marketing efforts. * How well your
own organization is performing in the management of its marketing
investments. The book includes: * Case studies from companies of
various sizes and in a cross-section of industries, including
not-for-profits *4 tests to use prior to the approval of a
marketing budget * A marketing performance evaluation tool to
assess and improve your organization s marketing management
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