Marketing management for non-marketing managers : improving returns on marketing investments

Marketing management for non-marketing managers improving returns on marketing investments

Although marketing-related expenses are a significant portion of most organisations' budgets, it is often frustrating for those with budget oversite to get a clear picture of the returns on their marketing investment. This engaging book offers practical ways for non-marketing managers and execu...

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Detalles Bibliográficos
Otros Autores: Fitzpatrick, Heather L., autor (autor)
Formato: Libro electrónico
Idioma:Inglés
Publicado: New York : American Institute of Certified Public Accountants 2013.
Colección:Wiley ebooks.
Acceso en línea:Conectar con la versión electrónica
Ver en Universidad de Navarra:https://innopac.unav.es/record=b40627275*spi
Tabla de Contenidos:
  • Front Matter
  • WHAT IS MARKETING?. A MARKET LEADER'S DEFINITION OF MARKETING
  • MANAGING THE DISCIPLINE OF MARKETING. THE DISCIPLINE OF MARKETING
  • BRAND MANAGEMENT FUNDAMENTALS
  • EVALUATING PROPOSED INVESTMENTS IN THE MARKETING FUNCTION. EVALUATING MARKETING PLAN ALIGNMENT
  • UNDERSTANDING WHAT INFLUENCES MARKET BEHAVIOUR
  • ALIGNING MARKETING TACTICS WITH INFLUENCING FACTORS
  • PRODUCTS AND SERVICES
  • PLACEMENT OR DISTRIBUTION
  • PRICING
  • PROMOTIONS
  • EVALUATING RETURNS ON MARKETING INVESTMENTS
  • MANAGING MARKETING OPERATIONS. WHY DO GOOD PLANS FAIL?
  • STAFFING THE MARKETING DEPARTMENT
  • MANAGING MEASUREMENT
  • CULTIVATING SYSTEMATIC LISTENING
  • CONCLUSION. FOUR TESTS TO RUN BEFORE FUNDING
  • NOW WHAT?
  • GLOSSARY
  • APPENDIX A: REFERENCES AND RESOURCES.

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