Marketing and the Bottom Line, 2nd Edition
Product Author Bios
Tim Ambler joined London Business School in 1991 and is aSenior Fellow. His research includes the measurement of marketing performanceand brand equity ('Marketing Metrics'), advertising and promotionseffectiveness, marketing in China and overseas market entry. Apart from theprivate sector, he researches government waste arising from bureaucracy andregulation.
He has published an introductory text, Marketing fromAdvertising to Zen, in the Financial Times Guide series, Doingbusiness with China (with Morgan Witzel), and, also published by FinancialTimes Prentice Hall, The Silk Road to International Marketing (withChris Styles). Recent papers include how advertising works, co-authored withDemetrios Vakratsas, in the Journal of Marketing; with Kent Grayson,advertising agency - client relationships in the Journal of MarketingResearch; and, with Chris Styles and Wang Xiucun, channel relationships inChina in the International Journal of Research in Marketing. He hasalso published in the Journal of Service Research, Journal of MarketingManagement, International Journal of Advertising, Asia Pacific Journal ofManagement, and the Financial Times.
Tim Ambler was previously Joint Managing Director ofInternational Distillers and Vintners (IDV - now part of Diageo), responsiblefor strategy, acquisitions and marketing. He holds Master's degrees inMathematics from Oxford and Business from the Sloan School (M.I.T). Afterqualifying as a Chartered Accountant with Peat Marwick andMitchell (now KPMG), it took him 5 years to discover that keepingscore was a lot less fun than marketing. The same proved to be truefor general management and he is grateful to London Business School forproviding the freedom to rediscover what marketing is all about.
"The subject is critically important and Ambler's ideas are provocative."
" Far and away the best book for a senior manager who is interested in understanding marketing's impact on his or her organization."
Journal of Marketing, January 04
Marketing really isn't different, and it really isn't impossible to measure. It’s an investment. Unless you can measure its impact, you're wasting your money.
Select the right metrics for your company and ensure a regular assessment of marketing by top management in order to keep performance on track. Here, for the first time, is a book that explains the "why" as well as the "what" and the "how" of marketing metrics.
"This book is a big step forward in assessing marketing impact - an area which is short of regular performance management." Sir John Egan, CBI
7 of 8 people found the following review helpful
Disappointing on two levels,
This review is from: Marketing and the Bottom Line (2nd Edition) (Paperback)I was disappointed in this book first by the quality of the binding. By the end of the book I had a half dozen loose pages falling out from the low quaity of the binding.
My second disappointment was the actual content. The case studies appeared as 5th generation photo-copies and were barely readable. The writing style was rambling and didn't bring much of anything useful to light until near the book's end.
Overall, a near waste of reading time.
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This review is from: Marketing and the Bottom Line (2nd Edition) (Paperback)This book has some printing problems, some of the pages you can't even read the text in it and it is wiped off. It is not the problem of Amazon but the printer problem
1 of 3 people found the following review helpful
This review is from: Marketing and the Bottom Line (2nd Edition) (Paperback)This is a marketing book unlike any other marketing book. It is really written for financial officers. In fact, at one point, author Tim Ambler actually recommends turning responsibility for marketing metrics over to the finance department. That emphasis on a hard-nosed, bottom line orientation is novel and refreshing. Ambler recognizes that one of the biggest problems marketers inflict on themselves is their failure to establish and demonstrate that money spent on marketing really does matter to the financial performance of a business. With comprehensive attention to detail, he is careful to present most of the current thinking on how to measure the value of investments in marketing. Unfortunately, his style is dense, so much of what he says may take non-experts several readings to clarify. We are grateful that his helpful executive summary goes some way toward mitigating this problem and highly recommends his comprehensive and informative material - however, an editor as ruthless as... Read more
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Table of Contents
1: Is Your Metrics System Good Enough?
2: Brand Equity Is An Elephant
3: The Dangers Of Reliance On Shareholder Value And Other Financial Metrics
4: Metrics Evolution: How Did We Get Where We Are? 5: A Practical Methodolgy For Selecting The Right External Metrics
6: Using Metrics To Improve Innovation Performance
7: Employee Brand Equity
8: Monitoring Other Stakeholders' Brand Equity
9: Assessing The Performance Of The Mix
10: Getting The Right Metrics To The Top Table
11: The Fuzzy Future
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