NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING
ASSOCIATION
How organizations can deliver significant performance gains
through strategic investment in marketing
In the new era of tight marketing budgets, no organization can
continue to spend on marketing without knowing what's working and
what's wasted. Data-driven marketing improves efficiency and
effectiveness of marketing expenditures across the spectrum of
marketing activities from branding and awareness, trail and
loyalty, to new product launch and Internet marketing. Based on new
research from the Kellogg School of Management, this book is a
clear and convincing guide to using a more rigorous, data-driven
strategic approach to deliver significant performance gains from
your marketing.Explains how to use data-driven marketing to deliver
return on marketing investment (ROMI) in any organizationIn-depth
discussion of the fifteen key metrics every marketer should
knowBased on original research from America's leading marketing
business school, complemented by experience teaching ROMI to
executives at Microsoft, DuPont, Nisan, Philips, Sony and many
other firmsUses data from a rigorous survey on strategic marketing
performance management of 252 Fortune 1000 firms, capturing $53
billion of annual marketing spendingIn-depth examples of how to
apply the principles in small and large organizationsFree
downloadable ROMI templates for all examples given in the book
With every department under the microscope looking for results,
those who properly use data to optimize their marketing are going
to come out on top every time.
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