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Marketing and the Bottom Line, 2nd Edition
- Your Price: $43.99
- List Price: $54.99
- Usually ships in 24 hours.
- Copyright 2003
- Dimensions: 6x9
- Pages: 336
- Edition: 2nd
- ISBN-10: 0-273-66194-9
- ISBN-13: 978-0-273-66194-8
"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
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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