Author: Michael Dunn
Publisher: John Wiley and Sons
ISBN: 0470443812
Category : Business & Economics
Languages : en
Pages : 520
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Book Description
Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.
Author: Michael Dunn
Publisher: Jossey-Bass
ISBN: 9780787998325
Category : Business & Economics
Languages : en
Pages : 464
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Book Description
Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.
Author: Trevor A. Smith
Publisher: Springer Nature
ISBN: 3031098617
Category : Business & Economics
Languages : en
Pages : 218
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Book Description
This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. SMEs generally face financial constraints that limit their ability to carry out the marketing function. Addressing this limitation, the author presents conceptual models based on the resource based view and the knowledge based view to show how marketing capabilities can lead to performance improvement in the SMEs. The lessons learnt provide guidance in the practice of marketing for small and medium firms to be more effective in their marketing investments and make wiser marketing decisions. This book will prove useful for both researchers and practitioners by extending knowledge on marketing performance management in the SMEs.
Author: Scott M. Davis
Publisher: John Wiley & Sons
ISBN: 0470388382
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
Praise for The Shift "More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done." –Cammie Dunaway, executive vice president of sales and marketing, Nintendo of America "At Zappos.com we've always approached business in our own unique way. The Shift outlines many principles we holistically embrace. Kudos to Scott Davis for putting together such a great resource!" –Tony Hsieh, CEO, Zappos.com "The Shift is a great 'how-to book' for Visionary Marketers who want to stand out, help their company succeed by moving toward true accountability, and drive a business strategy that keeps the customer in mind, while never losing sight of the P&L." –Fisk Johnson, chairman and CEO, SC Johnson "The Shift's articulation of how marketing can drive a company's bottom line and a marketer's career makes it a must-read for any CEO who wants marketing to truly impact their company's bottom line." –CJ Fraleigh, CEO, Sara Lee Retail and Foodservice "Marketer as a P&L–oriented businessperson! This important book for senior executives provides a road map on how marketers and their organizations can shift their profiles, while driving bottom-line results." –Mark L. Vachon, president and CEO, GE Healthcare, Americas "The Shift charts a dramatic new role for marketing. A challenge every firm should embrace." –David Aaker, vice chairman, Prophet; and, author, Brand Leadership "The Shift has to become a way of life from the classroom to the boardroom. Davis's book brings a practitioner's perspective to this critical topic of marketers shifting to becoming more accountable and more personally responsible for driving growth." –Dipak Jain, dean, Kellogg Graduate School of Management, Northwestern University "Forget the CMO. Long live the integrated agenda of the Chief Growth and Visionary Officer!" –Joseph V. Tripodi, chief marketing and commercial officer, The Coca Cola Company
Author: Lynne Eagle
Publisher: Routledge
ISBN: 131769774X
Category : Business & Economics
Languages : en
Pages : 588
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Book Description
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
Author: Cybellium
Publisher: Cybellium Ltd
ISBN: 1836797338
Category : Business & Economics
Languages : en
Pages : 229
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Book Description
Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com
Author: Bloomsbury Publishing
Publisher: A&C Black
ISBN: 1408156466
Category : Business & Economics
Languages : en
Pages : 4123
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Book Description
An international bestseller, BUSINESS: The Ultimate Resource is a one-stop reference and interactive tool covering all aspects of today's world of work. Unique, authoritative, and wide-ranging, it offers practical and strategic advice for anyone doing business today. Written with a team of world-class writers and editors, it is an essential desk reference for managers, MBA and business students and for small business owners worldwide. Fully updated and revised for this new edition, BUSINESS features: Best Practice: over 170 essays from a stellar cast of business thought leaders including C. K. Prahalad, Gary Hamel and John Kotter Actionlists: practical solutions to everyday business challenges Management Library: time-saving digests of more than 100 of the world's best business books Dictionary: jargon-free definitions of more than 7,000 terms Giants : revised biographies of many of the world's most influential gurus and pioneers
Author: Dave Power
Publisher: Palgrave Macmillan
ISBN: 1137464356
Category : Business & Economics
Languages : en
Pages : 226
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Book Description
Why do most growth companies stop growing? And what can their leaders do to overcome the barriers to growth? The Curve Ahead tackles these questions, filling a void in the literature on innovation and growth strategy that has focused on either start-ups or large public companies. Growth companies are different. Their challenge is to transition from entrepreneurial focus to a repeatable process for innovation and sustained growth - and the stakes are high. The Curve Ahead utilizes the power of storytelling to teach growth company leaders how to sustain long-term growth. Using the example of a "gazelle," a high-growth company that is increasing revenue by at least 20% annually for four years or more, this book explores the struggles faced during business growth - something that plagues many businesses. These mid-size companies, typically with annual revenues of $10 million to $100 million, are the engines of economic growth and wealth creation. Tragically, most fall behind the curve before they reach their potential and are sold by investors too ready to throw in the towel. This book doesn't just lay out a fresh approach to innovation and growth strategy. It also helps professionals and business leaders avoid common pitfalls by illustrating the various ways in which growth companies get stuck and flame out. Author Dave Power then tells leaders how to get un-stuck. In addition to a myriad of real-world stories and case studies, each chapter of The Curve Ahead begins with the story of a fictional company called NaviMark. Navimark is emblematic of many growth companies—it faces the same business problems, personal challenges and strategic dilemmas encountered by Power in his 25 years managing, investing in and advising growth companies. Following Navimark throughout the book allows Power to provide a highly complex model of typical struggles and scenarios faced by growth companies and deliver that story to his readers in an extremely edifying, play-by-play manner. The strategy allows readers to follow along—observing, in real time, the way that Navimark evolves, and responds (correctly or incorrectly) to external obstacles and demands. This practical and fast-paced book uses realistic characters, dialogue, and business settings to: • Help readers anticipate the predictable challenges of business model maturity. • Demonstrate proven tools and approaches for overcoming the barriers to growth. • Translate abstract concepts about innovation into actionable programs that can become a part of the rhythm of the business. This book will help thousands of midsized companies overcome the growth hump by providing the tools necessary to not only succeed but thrive in the future. The Curve Ahead provides a roadmap for leaders who want to sustain growth over the long term. This roadmap is based on five premises: 1. Every business model matures, following the familiar S-Curve. 2. You can and must stretch the S-Curve, but that won't work forever. 3. To sustain growth you need to find the next S-Curve 4. Finding your next S-Curve, with some predictability, requires an innovation process, something every company should have in place. 5. Driving innovation while keeping the core business healthy is the responsibility of leaders.
Author: Rose Leahy
Publisher: SAGE
ISBN: 1529786533
Category : Business & Economics
Languages : en
Pages : 218
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Book Description
At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention? Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable. Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Return on Integrated Experience (ROIE). Experiential Marketing faces new challenges in a post-Covid era – this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere. Rose Leahy is a lecturer and research supervisor in the area of marketing in Munster Technological University, Ireland. Pio Fenton is Head of Department of Marketing and International Business at Munster Technologicla University, Ireland. Holly Barry is a Brand Strategist at Barry Group, a leading wholesale distribution company in Cork, Ireland.
Author: Tracy C. Warren
Publisher: John Wiley & Sons
ISBN: 0870518712
Category : Business & Economics
Languages : en
Pages : 464
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Book Description
Sponsored by PCPS and the Association for Accounting Marketing Whether your firm is getting back into the full swing of marketing and you are looking for some new ideas to jumpstart your sales efforts, or you are getting serious about business development for the first time, this book is designed for you. Its purpose is to inspire, teach, and provide you with practical insight to help build results-oriented marketing and sales programs in your organization. Bull’s-Eye is a collaboration of 37 of the industry’s most successful marketing and sales minds. Collectively these gifted professionals have served as pioneering practitioners inside the profession, and as outside advisors and thought leaders for hundreds, even thousands of CPAs and their firms. They give you an insider’s view of what it takes to build marketing initiatives that produce results. Through the principles, best practices and case studies shared in the book, you can see success doesn’t happen by chance, but through careful planning, development, and implementation of well-designed processes, systems, and tools. This compendium of marketing know-how shows you how to build your marketing team, implement marketing techniques that get you noticed, connect the dots between marketing and sales, measure results, and much, much more.
