LEADER 00000cam a2200649 i 4500 
003    OCoLC 
005    20240129213017.0 
006    m     o  d         
007    cr ||||||||||| 
008    200515s2021    nyua    ob    001 0 eng   
010      2020020623 
019    1202996784|a1224161261 
020    9781260460438|q(electronic book) 
020    1260460436|q(electronic book) 
020    |q(hardcover) 
029 1  AU@|b000071847061 
035    (OCoLC)1154820502|z(OCoLC)1202996784|z(OCoLC)1224161261 
037    E01BE373-58C5-45DA-8FE6-A6835C765257|bOverDrive, Inc.
       |nhttp://www.overdrive.com 
040    DLC|beng|erda|epn|cDLC|dOCLCO|dOCLCF|dTEFOD|dEBLCP|dYDX
       |dN$T|dOWS|dOCLCQ|dCOO|dIAC|dSFB|dOCLCO|dKSU|dOCL|dOCLCQ
       |dTOH|dOCLCQ|dOCL|dOCLCO 
042    pcc 
049    INap 
082 00 658.8 
082 00 658.8|223 
099    eBook O'Reilly for Public Libraries 
100 1  Phillips, Jack J.,|d1945-|eauthor. 
245 10 ROI in marketing :|bthe design thinking approach to 
       measure, prove, and improve the value of marketing /|cJack
       J. Phillips, Frank Q. Fu, Patricia Pulliam Phillips, and 
       Hong Yi.|h[O'Reilly electronic resources] 
246 3  Return on investment in marketing 
264  1 New York :|bMcGraw-Hill,|c[2021] 
300    1 online resource (xiii, 330 pages) :|billustrations 
336    text|btxt|2rdacontent 
337    computer|bc|2rdamedia 
338    online resource|bcr|2rdacarrier 
504    Includes bibliographical references and index. 
505 0  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. 
520    "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"--|cProvided by 
       publisher 
588 0  Online resource; title from digital title page (viewed on 
       December 10, 2020). 
590    O'Reilly|bO'Reilly Online Learning: Academic/Public 
       Library Edition 
650  0 Marketing. 
650  0 Rate of return. 
650  0 Electronic books. 
650  2 Marketing 
650  6 Marketing. 
650  6 Taux de rendement. 
650  6 Livres numériques. 
650  7 marketing.|2aat 
650  7 e-books.|2aat 
650  7 Marketing|2fast 
650  7 Rate of return|2fast 
700 1  Fu, Frank Q.,|eauthor. 
700 1  Phillips, Patricia Pulliam,|eauthor. 
700 1  Yi, Hong|c(President of Sinotrac),|eauthor. 
776 08 |iPrint version:|aPhillips, Jack J., 1945-|tROI in 
       marketing.|dNew York : McGraw-Hill, [2020]|z9781260460421
       |w(DLC)  2020020622 
856 40 |uhttps://ezproxy.naperville-lib.org/login?url=https://
       learning.oreilly.com/library/view/~/9781260460438/?ar
       |zAvailable on O'Reilly for Public Libraries 
938    ProQuest Ebook Central|bEBLB|nEBL6403986 
938    EBSCOhost|bEBSC|n2687893 
938    YBP Library Services|bYANK|n17129311 
994    92|bJFN