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ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing - Tapa dura

Phillips

 
9781260460421: ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing
Tapa dura
ISBN 10: 1260460428 ISBN 13: 9781260460421
Editorial: McGraw Hill, 2020

Sinopsis

Get your bottom-line results where you want them by putting your marketing campaigns and initiatives to powerful new use

Marketing is all about understanding and serving your customers’ needs―but how do you know that your events, campaigns, and communication initiatives are working at top effectiveness? And how can you determine whether your marketing investments are reaping real rewards? ROI (Return on Investment) is a performance measure used to evaluate the efficiency of all types of investments, and in this powerful guide, the team at the ROI Institute offer you a proven method for understanding your own marketing benchmarks as never before.

Drawing on real data collected from real cases of real companies in a variety of industries, ROI in Marketing uses a data-driven process to help you measure:

  • Input, including types of projects, audience reach, number of customers, costs, and more
  • Reactions of target groups to products, services, and messages
  • Actions, including how to process and monetize what the target group thinks, believes, and knows
  • Business impact of actions taken by the target group and their influence on sales, new accounts, and profits
  •  ROI, monetary benefits of marketing programs compared to costs
  • Intangibles, such as image, reputation, corporate social responsibility, and more

Packed with actionable, results-driven processes, ROI in Marketing offers a powerful blueprint for transforming how you interact with your customers to get clear bottom-line results.



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Acerca del autor

Jack Phillips, Ph.D., is the founder of Performance Resources Organization, now the world's leading consulting firm specializing in accountability issues. The author or editor of more than 200 books and 100 articles, including The Handbook of Training Evaluation and Measurement, he has served as a bank president, Fortune 500 training and development manager, and professor of management at a major state university. His clients in 20 countries include such internationally respected companies as AT&T, Federal Express, Lockheed Martin, Motorola, and Xerox.

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Editorial
McGraw Hill
Año de publicación
2020
Idioma
Inglés
ISBN 10 
1260460428
ISBN 13 
9781260460421
Encuadernación
Tapa dura
Número de páginas
352
Contacto del fabricante
no disponible
Persona responsable
no disponible