Marketing Payback营销回收期:你的营销赚钱吗?

This book is about improving the payback you get from your marketing.We believe that marketers and executives need a better framework for measuring marketing performance and making marketing decisions.The aim of this practical book is to help you make better ones.
If you are drowning in data yet wondering whether your sales promotions are effective,want a more reliable sales forecast or simply wants to justify a marketing budget,Marketing Payback will help you to unlock the relationship between customer insight insight and financial foresight,and use them to your advantage.
These are challenges that every business faces,and questions that every marketer will encounter.Knowing the answers to these questions will help you and your business to back the right choices,make the right decisions and deliver more profitable marketing performance.

Robert Shaw is a founder of the consultancy MBPI and for over 20 years has helps senior executivs to introduce new methods,procedures and systems that make more profitable.He is also a visiting professor of marketing at Cass Business School,City of London and a director of the Value Based Marketing Forum.Founded in 1998,the Value Based Marketing Forum is a unique think-tank whose focus is on developing new,practical apporaches to measuring and improving marketing performance,with funding from over 50 organizations,including Barclays,Black&Decker,BP,BT,Diageo,HSBC,IBM,Orange and Unilever.

Publisher's acknowledgements
Authors'acknowledgements
1 Introduction:Payback begins here
PART I:IS MARKETING PROFITABLE?
2 Marketing's midlife crisis
　3 Demonstrating success
　4 The laws of marketing
　5 Measuring how marketing really works
　6 Tracking trends and forecasting futures
　7 Avoiding decision traps
PART II:SOLUTIONS TO COMMON PROBLEMS
　8 Expenditure allocation
　9 Brand identity changes
　10 Brand portfolio planning
　11 Valuing brands
　12 Integrated marketing communications
　13 How pricing works
　14 How promotions work
　15 Customer equity optimization
　16 Getting better value from marketing information
PART III:FINANCIAL PLANNING AND CONTROL
　17 The number wizard;s toolbox
　18 Marketing planning
　19 Better budgeting
　20 Marketing bookkeeping and accounting
　21 When results go wrong
　22 Twenty things you'll do differently
Peferences
Index