Is Your Marketing Profitable?
By Robert Shaw & David Merrick
Pearson / Prentice Hall
525 pages, Illustrated, 7" x 9 ½"
$67.50 Paper Original
Do you know if your marketing is profitable? Which activities deliver the most
value? and which simply fail to deliver? These are the questions that Marketing
Payback has been built to answer. Marketing touches every aspect of your business,
but marketing costs money and there are many choices to be made about where
marketing budgets can be spent. Sooner or later, every marketing executive will
have to get to grips with demonstrating the contribution of marketing.
From deciding whether a major campaign is worth backing, to the immediate and
daily challenge of managing budgets and measuring activities. If you are drowning
in data yet wondering whether your sales promotions are effective, want a more
reliable sales forecast or simply want to justify a marketing budget, Marketing
Payback will help you to unlock the relationship between customer 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. Marketing Payback is every marketer's companion to sounder judgment
and sharper decision-making.
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