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Marketing payback : is your marketing profitable / Robert Shaw, David Merrick

Main Author Shaw, Robert Coauthor Merrick, David Publication Harlow : Finantial Times Prentice Hall, 2005 Description 511 p ISBN 0273688847 Abstract Resumo: This book is about improving the payback you get from your marketing. We believe that marketers and executives need a better framework for measuring marketing performance and making marketing decisions. The aim of this practical book is to help make better ones. If you are drowning in data yet wondering whether your sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and finantial foresight, and use them to your advantage. Topical name Marketing - sucesso nos negócios
Marcas
Comunicação integrada de marketing
Preço
Finanças, plano CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 [NT] SHA 10118 Available 10118
Total holds: 0

Sumário: Introduction - Payback begins here; Part I - Is marketing profitable; Part II - Solutions to common problems; Part III - Financial planning and control

Resumo: This book is about improving the payback you get from your marketing. We believe that marketers and executives need a better framework for measuring marketing performance and making marketing decisions. The aim of this practical book is to help make better ones. If you are drowning in data yet wondering whether your sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and finantial foresight, and use them to your advantage.

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