ISBN: 9780470823958

Marketing calculator Measuring and managing return on marketing investment "If you want to measure and improve your marketing effectiveness, Guy Powell offers the best guidance. His new … More...

Marketing calculator Measuring and managing return on marketing investment "If you want to measure and improve your marketing effectiveness, Guy Powell offers the best guidance. His new book shows how you can obtain and analyze data and adjust your marketing mix to optimize your performance. The book's cases richly illustrate that marketing measurement and optimization is possible." -Philip Kotler S.C. Johnson Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University With this book effective marketing becomes a learnable skill with clear rules. Guy Powell provides an excellent road map for practitioners that need and want to bring much more transparency into their every day decisions in marketing. A must read!" - Dr. Fritz Kroeger, Vice President, A.T. Kearney GmbH "Guy Powell has taken a tough topic and turned it into a series of manageable and doable steps. The wealth of case studies-from the simple to the complex-from around the world shows how marketing measurement and accountability can be applied in any category, business and region. It's about time." - Stan Sthanunathan, Vice President-Marketing Strategy and Insights, The Coca-Cola Company "Guy Powell's research unlocks the mystery behind driving ROI in marketing. His well-researched concepts are illustrated through excellent case studies that will help marketers improve their strategies, grow sales faster and get more for every marketing dollar spent." - Aseem Puri, Marketing Manager, Global Fabric Cleaning Hindustan Unilever, Ltd "Guy Powell has done a great job demystifying the concept of using analytics to drive business results. he provides a very complete 'conceptual framework' of key analytic processes and methods-providing a wide variety of case studies that makes it easy to envision how each key business function would apply to these approaches. Guy also does a very effective job of explaining the more technical aspects of statistics and analysis in terms that are actionable to both researchers and business people alike." - Mark Anton, AVP, Marketing and Sales Information, L'Oreal Consumer Products Division L'Oreal USA Media >, [PU: Wiley]<

ISBN: 9780470823958

Marketing calculator Measuring and managing return on marketing investment "If you want to measure and improve your marketing effectiveness, Guy Powell offers the best guidance. His new … More...

Marketing calculator Measuring and managing return on marketing investment "If you want to measure and improve your marketing effectiveness, Guy Powell offers the best guidance. His new book shows how you can obtain and analyze data and adjust your marketing mix to optimize your performance. The book's cases richly illustrate that marketing measurement and optimization is possible." -Philip Kotler S.C. Johnson Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University With this book effective marketing becomes a learnable skill with clear rules. Guy Powell provides an excellent road map for practitioners that need and want to bring much more transparency into their every day decisions in marketing. A must read!" - Dr. Fritz Kroeger, Vice President, A.T. Kearney GmbH "Guy Powell has taken a tough topic and turned it into a series of manageable and doable steps. The wealth of case studies-from the simple to the complex-from around the world shows how marketing measurement and accountability can be applied in any category, business and region. It's about time." - Stan Sthanunathan, Vice President-Marketing Strategy and Insights, The Coca-Cola Company "Guy Powell's research unlocks the mystery behind driving ROI in marketing. His well-researched concepts are illustrated through excellent case studies that will help marketers improve their strategies, grow sales faster and get more for every marketing dollar spent." - Aseem Puri, Marketing Manager, Global Fabric Cleaning Hindustan Unilever, Ltd "Guy Powell has done a great job demystifying the concept of using analytics to drive business results. he provides a very complete 'conceptual framework' of key analytic processes and methods-providing a wide variety of case studies that makes it easy to envision how each key business function would apply to these approaches. Guy also does a very effective job of explaining the more technical aspects of statistics and analysis in terms that are actionable to both researchers and business people alike." - Mark Anton, AVP, Marketing and Sales Information, L'Oreal Consumer Products Division L'Oreal USA Media > Book, [PU: Wiley]<