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Author: George Henry Powell
Publisher:
ISBN:
Category : Advertisements, etc
Languages : en
Pages : 242
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Book Description
Author: George Henry Powell
Publisher:
ISBN:
Category : Advertisements, etc
Languages : en
Pages : 242
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Book Description
Author: Helen Powell
Publisher: Routledge
ISBN: 1134718926
Category : Business & Economics
Languages : en
Pages : 260
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Book Description
This book unravels the how & why of advertising and places the industry in its social, historical & political context. Focusing on key debates, it explores the competitive practices & discourses which govern the industry & those who work in it.
Author: Guy R. Powell
Publisher: John Wiley & Sons
ISBN: 1118507827
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
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. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.
Author: Guy R. Powell
Publisher: Guy Powell
ISBN: 0971859817
Category : Business & Economics
Languages : en
Pages : 172
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Book Description
Return on Marketing Investment provides marketing and business people a methodology and language to connect marketing investments to sales revenues. Whether you are the marketing executive or the departmental manager, this book provides numerous examples illustrating how to calculate the Return on Marketing Investment (ROMI) for real life marketing activities. Whether those activities are focused on lead generation or brand awareness, marketing now can show the results of their activities in a simple language understood by all layers of management.
Author: Society of Industrial Engineers
Publisher:
ISBN:
Category : Industrial efficiency
Languages : en
Pages : 68
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Book Description
Author:
Publisher:
ISBN:
Category : Accounting
Languages : en
Pages : 1348
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Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 602
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Book Description
Author:
Publisher:
ISBN:
Category : American literature
Languages : en
Pages : 1842
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Book Description
Author:
Publisher:
ISBN:
Category : American literature
Languages : en
Pages : 760
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Book Description
Author: Walter Dill Scott
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 304
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Book Description
