The Four pillars of profit-driven marketing: how to maximize creativity, accountability, and ROI / Leslie H. Moeller and Edward C. Landry; with Theodore Kinni.
Publication details: New york, NY: McGraw-Hill, 2009.Description: vii, 232 pages: illustrations; 24 cmISBN:- 9780071615051
| Item type | Current library | Call number | Status | Barcode | |
|---|---|---|---|---|---|
| BOOKS | MAIN | HF 5415 I3 M59 2009 (Browse shelf(Opens below)) | Available | 00108 |
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| HF 5415 B89 2011 Journal of marketing education. | HF 5415 C67 2015 Corporate branding: areas, arenas and approaches / | HF 5415 G74 2008 Marketing / | HF 5415 I3 M59 2009 The Four pillars of profit-driven marketing: how to maximize creativity, accountability, and ROI / | HF 5415 K68 1994 Principles of marketing / | HF 5415 M37 Marketing. | HF 5415 Y33 2014 c.1 Improving the implementation of the production and marketing analysis service (PMAS) / |
Includes bibliographical references and index. Moeller, L. H., Landry, E. C., & Kinni, T. B. (2009). Profit-driven marketing: A proven system for maximizing creativity, accountability, and ROI. New York: McGraw-Hill.
Introduction -- Chapter 1: The Marketer's Challenge -- Chapter 2: Marketing and ROI Microeconomics -- Chapter 3: The Marketing ROI Mindset and Pillars -- Chapter 4: Building Analytical Prowess -- Chapter 5: Tools for Transforming Analytics Into Working Knowledge -- Chapter 6: Creating Process-Driven Profitability -- Chapter 7: Aligning the Organization Around Marketing ROI -- Chapter 8: Undertaking the Marketing ROI Transformation -- Epilogue -- Endnotes -- Index
"The Four Pillars of Profit-Driven Marketing helps you achieve what has always eluded marketers - an accurate determination of marketing ROI. Inside, you'll find the secrets to maximizing return on every marketing dollar spent by combining modern measurement technologies and contemporary organizational design. Apply the "four pillars" of marketing, and you will strengthen connections with customers, improve creativity and accountability within your organization, and attain the new, fifth "p" of marketing - profit." - From Book Jacket.
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