The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI

by Moeller, Leslie; Landry, Edward

• ISBN13: 9780071615051
• ISBN10: 0071615059
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-01-06
• Publisher: McGraw-Hill Education

Summary

Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical. ..The Four Pillars of Profit-Driven Marketingis the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy executives at Booz And Company, Leslie Moeller and Edward Landry, reveal the �4 pillars of marketing," which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You'll learn how to: .. Understand, classify, and choose Analytics. Put the analytics to work with the right decision-support Systems And Tools. Establish Processes that integrate the analytics and tools into operations . Use Organizational Alignment to assure company-wide acceptance and execution of the system ..To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company. ..By successfully integrating analytic firepower, decision support, processes, and people development, you will optimize your marketing dollars, better connect with customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved. .

Author Biography

Leslie Moeller is a partner at Booz And.Company where he leads the consumer and retail practice..He has also headed the firmn++s customer management effort..Edward Landry is a partner at Booz And.Company with extensive experience in consumer products;.his concentration is strategy development and sales and marketing effectiveness for consumer packaged goods and.healthcare manufacturers.

Table of Contents

Acknowledgments	p. v
Introduction: Marketing's Fifth "P"	p. 1
The Marketer's Challenge	p. 17
Marketing and Roi Microeconomics	p. 43
The Marketing Roi Mindset and Pillars	p. 67
Building Analytical Prowess	p. 91
Tools for Transforming Analytics into Working Knowledge	p. 119
Creating Process-Driven Profitability	p. 141
Aligning the Organization Around Marketing Roi	p. 161
Undertaking the Marketing Roi Transformation	p. 183
Epilogue	p. 211
Endnotes	p. 214
Index	p. 220
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