NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION How organizations can deliver significant performance gainsthrough strategic investment in marketingIn the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted. Data-driven marketing improves efficiency andeffectiveness of marketing expenditures ac...
Hardcover: 320 pages
Publisher: Wiley; 1 edition (February 8, 2010)
Product Dimensions: 6.1 x 1.4 x 9.1 inches
Amazon Rank: 163613
Format: PDF ePub Text djvu ebook
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My name is Marcos Augusto and I study at Dallas Baptist University.The book Data Driven Marketing, portrays the difficult reality of the company leaders in managing the budget correctly. Therefore, the goal of this book is to give to the reader trans...
ectrum ofmarketing activities from branding and awareness, trail andloyalty, to new product launch and Internet marketing. Based on newresearch from the Kellogg School of Management, this book is aclear and convincing guide to using a more rigorous, data-drivenstrategic approach to deliver significant performance gains fromyour marketing.Explains how to use data-driven marketing to deliver return onmarketing investment (ROMI) in any organizationIn-depth discussion of the fifteen key metrics every marketershould knowBased on original research from America's leading marketingbusiness school, complemented by experience teaching ROMI toexecutives at Microsoft, DuPont, Nisan, Philips, Sony and manyother firmsUses data from a rigorous survey on strategic marketingperformance management of 252 Fortune 1000 firms, capturing $53billion of annual marketing spendingIn-depth examples of how to apply the principles in small andlarge organizationsFree downloadable ROMI templates for all examples given in thebookWith every department under the microscope looking for results,those who properly use data to optimize their marketing are goingto come out on top every time.