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Ch. 1 Introduction to Marketing Effectiveness 3
Ch. 2 Strategy, Creative, and Execution: What You Do in the Marketplace 29
Ch. 3 Planning Around What You Can't Control: The Competition, the Consumer, the Channel, and Exogenous Factors 41
Ch. 4 The Consumer: The Most Important Component in Any Marketing-Oriented Framework 47
Ch. 5 A Framework for Capturing Marketing-Effectiveness Data: The Marketing-Accountability Framework 67
Ch. 6 Introducing the Marketing-Effectiveness Continuum 79
Ch. 7 Activity Trackers 91
Ch. 8 Campaign Measurers 117
Ch. 9 Mix Modelers 175
Ch. 10 Consumer Analyzers 213
Ch. 11 Brand Optimizers 249
Ch. 12 It's Time to Just Get Started! 257
Ch. 13 Conclusion: Put Marketing on the Critical Path to Success 273
Bibliography 277
List of Figures and Tables 283
Index 285
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Add Marketing Calculator: Measuring and Managing Return on Marketing Investment, Marketing Calculator - Measuring and Managing Return on Marketing Investment describes the steps necessary to make data-driven marketing decisions to improve results for your company, and your career. Written with the right- and left-brained marketer in, Marketing Calculator: Measuring and Managing Return on Marketing Investment to the inventory that you are selling on WonderClubX
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Add Marketing Calculator: Measuring and Managing Return on Marketing Investment, Marketing Calculator - Measuring and Managing Return on Marketing Investment describes the steps necessary to make data-driven marketing decisions to improve results for your company, and your career. Written with the right- and left-brained marketer in, Marketing Calculator: Measuring and Managing Return on Marketing Investment to your collection on WonderClub |