By Robert Shaw

ISBN-10: 0273688847

ISBN-13: 9780273688846

"If you're drowning in information but pondering no matter if you revenues promotions are potent, desire a extra trustworthy revenues forecast or just are looking to justify a advertising finances, advertising Payback can help you to liberate the connection among shopper perception and fiscal foresight, and use them for your advantage."--BOOK JACKET.

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Example text

Stock-keeping units (SKUs) are proliferating and operational complexity is driving down profits. Marketing analysis and simulation modelling are methods that equip managers to make better decisions about strategic budget allocation, marketing mix allocation, customer equity, brand support, brand extensions and product development, with several consequential financial benefits: ■ Increasing profitability. Focused brand investment increases profitability by: – Obtaining higher prices, because customers have confidence in the qualities and attributes of brands.

G. type/source of data)? ■ Strength of solution: To what extent are the strategic solution and subsequent communications idea different and imaginative? ■ Scale of effect: How great has the effect of the campaign been? How efficient has the campaign been in generating that effect? ■ Explanation and proof of effect: To what extent does the paper explain and prove how the campaign worked? How well has the case convinced you of the unbreakable logic between the agency’s work and the business (or real world) effect?

Yet, despite the value at risk from poor measurement and control, marketing pays scant attention to them. As Dr David Norton, originator of the Balanced Scorecard, comments (in Shaw and Mazur 1997): ‘I find those who have picked up the Balanced Scorecard are strategic planners, finance, quality managers and HR. ’ And non-marketing specialists follow customer fads and fashions without the measurement and analysis necessary to make them work effectively. As Professor Malcolm McDonald comments: I have worked in 100 plus organizations and I would say in maybe 70% or so you will find they have an inadequate understanding of the customer.

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Marketing payback : is your marketing profitable? by Robert Shaw

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