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CAIRO BOOKS's Description
This book uncovers the components of driving increased marketing effectiveness
and can be applied to just about every industry and marketing challenge. It
demystifies how marketers can significantly improve their measurement and
management infrastructure in order to improve their return on marketing
effectiveness and ROI. They will be able to significantly improve their
tactical and strategic decision-making and finally be able to respond to John
Wannamachers' "half of my advertising is wasted; I just don't know which half."
With this in hand, they will be able to avoid the budget cutting ax, become a
critical component of corporate success and enhance their careers.
Even in a crowded theoretical marketing environment there are three new
concepts being introduced:
1. The Marketing Effectiveness Framework to help marketers talk the talk of
marketing effectiveness within marketing and with the C-Suite.
2. The Marketing Effectiveness Continuum to help marketers understand the
organizational issues and change management associated with delivering long
lasting enhanced marketing effectiveness.
3. The Marketing Accountability Framework to help marketers begin to collect
data that is meaningful to improving their marketing effectiveness and to
become accountable for their results.
It is one of the only marketing books covering the topic at a global level. It
includes a great number of specific case studies from North America, Asia,
Europe and Africa. The cases cover the following industries:
Telecommunications, consumer packaged goods, home repair services, travel,
utilities, software, restaurants, alcoholic and non-alcoholic beverages and
others. It can also be used to support marketing education at the university
Whether the reader is a marketer, business analyst, C-level executive, this
book will help them to understand the key issues surrounding the measurement of
marketing effectiveness. More than that however, is how each of the concepts
can be directly applied to their marketing environment. Each of the concepts
are applied to the different types of businesses (business-to-business, OEM,
consumer, NGO and others) so they can quickly make them actionable.