Marketing Management For Non-Marketing Managers
Although marketing-related expenses are a significant portion of most organizationsa budgets, it is often frustrating for those with budget oversight to get a clear picture of the returns on their marketing investment. This engaging book offers practical ways for non-marketing managers and executives to measure and improve marketing returns. It gives you the tools you need to be able to correctly assess the potential of your marketing and accurately evaluate the returns. Youall learn: Why market leaders achieve significantly greater returns on their marketing than others within their market. The 3 main reasons most marketing plans fail to live up to their potential, and the steps you must take to avoid these pitfalls. How to evaluate your marketing investmentas likely ROI before you invest the money. When and how to assess the financial returns of your marketing efforts. How well your own organization is performing in the management of its marketing investments. The book includes: Case studies from companies of various sizes and in a cross-section of industries, including not-for-profits 4 tests to use prior to the approval of a marketing budget A marketing performance evaluation tool to assess and improve your organizationas marketing managementthe other potential costs associated with turnover that represent real money to Starbucks: the cost of customers who will no ... bucked the trend toward automation, replacing automated phone respondents with live customer service personnel. ... the solutions they offer or how they operate the business, the executive team spends time envisioning what the business ... to succeed and ensuring alignment with their understanding of the market and the value proposition they plan to deliver.
| Title | : | Marketing Management For Non-Marketing Managers |
| Author | : | Heather Fitzpatrick |
| Publisher | : | John Wiley & Sons - 2016-11-21 |
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