| Description |
1 online resource (xiii, 330 pages) : illustrations |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Acknowledgments -- Preface -- PART I. Why this is important. 1. The value of marketing: a critical issue -- 2. How the ROI methodology works -- PART II. The details of the ROI methodology. 3. Start with why: align programs with the business -- 4. Make it feasible: select the right solution -- 5. Expect success: plan for results -- 6. Make it matter: design for input, reaction, and learning -- 7. Make it stick: design for action and impact -- 8. Make it credible: isolate the effects of the program -- 9. Make it credible: convert data to monetary value and identify intangible measures -- 10. Make it credible: capture costs of program and calculate ROI -- 11. Tell the story: communicate results to key stakeholders -- 12. Optimize results: use performance improvement to increase funding -- 13. Forecast the ROI -- 14. Make it work: sustain the change to a value-driven marketing program -- Appendix A. Answers to Exercise 5.1 -- Appendix B. ROI quiz -- Appendix C. How results-based are your marketing programs? -- Notes -- Index. |
| Summary |
"Discover a unique, proven methodology to measure, improve and demonstrate the value of your marketing campaigns and initiatives Understanding and serving your customers' needs is what marketing is all about, but how do you know your events, campaigns and communication initiatives are working at top efficiency and effectiveness? To ensure projects are aligned to business objectives, marketing professionals need a credible, proven evaluation process to measure impact and calculate your return on investment. In ROI in Marketing, the team at ROI Institute reveals their proven, unique ROI Methodology to do just that. Using their data-driven three-part process, you'll learn how to understand the customer better, so you can focus on the critical components of the customer decision-making process. Learn how to analyze and learn from any past failures, and how to adjust and improve the value-including the financial ROI-of current and future marketing campaigns and initiatives"-- Provided by publisher |
| Subject |
Marketing.
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Rate of return.
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Electronic books.
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Marketing |
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Marketing. |
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Taux de rendement. |
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Livres numériques. |
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marketing. |
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e-books. |
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Marketing |
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Rate of return |
| Added Author |
Fu, Frank Q., author.
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Phillips, Patricia Pulliam, author.
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Yi, Hong (President of Sinotrac), author.
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| Added Title |
Return on investment in marketing |
| Other Form: |
Print version: Phillips, Jack J., 1945- ROI in marketing. New York : McGraw-Hill, [2020] 9781260460421 (DLC) 2020020622 |
| ISBN |
9781260460438 (electronic book) |
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1260460436 (electronic book) |
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(hardcover) |
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