Marketing payback : is your marketing profitable? / Robert Shaw and David Merrick.

Enhanced descriptions from Syndetics:

"A landmark book, providing marketing practitioners with the tools to professionalize their marketing decision-making." Philip Kotler

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.

Table of contents provided by Syndetics

• Publisher's acknowledgements
• Authors' acknowledgements
• 1 Introduction: Payback begins here Is the book for you?
• Who should read the book?
• Do I need to be Einstein to understand it?
• Marketing marketing The plan of the book
• Part I Is Marketing Profitable?
• 2 Marketing's midlife crisis Is my marketing department like that?
• Can marketing be trusted with money?
• Healing marketing of its payback myopia How much is at stake?
• The smouldering feud: financial accounting in marketing Why change?
• Key points
• 3 Demonstrating success Is there a direct link between marketing and business results?
• How should you evaluate your marketing?
• Marketing success: a damn good story Marketing's magic numbers Marketing payback, tthe final financial frontier Ways of improving marketing profitability Why only profit will do What sort of profit is best?
• Key points
• 4 The laws of marketing What are empirical generalizations?
• Why are empirical generalizations important?
• Where do empirical generalizations come from?
• Customer satisfaction and loyalty Customer Relationship Management (CRM) Branding Distribution and availability Sales promotion Price Advertising effects Personal selling Innovation and new products
• Key points
• 5 Measuring how marketing really works Why you must measure your customers What expert help do you need?
• Describing and predicting customer responses Branding and the supply chain How well does branding theory measure up?
• How good is your market research?
• An ideal basket of measures
• Key points
• 6 Tracking trends and forecasting futures Can you really make accurate sales forecasts?
• Cutting through the jargon Patterns in data Forecasting methodology decision tree Judgemental modelling Statistical modelling Econometric modelling
• The process of econometric modelling Integrated forecasting and predictive modelling in action
• Key points
• 7 Avoiding decision traps Decision making in the real world Auditing and improving your decision analysis
• Allocating analysis time and resources better Overcoming the hurdles
• Becoming a better judge Becoming a better statistician Seven habits of highly effective quantitative thinkers
• Key points
• Part II Solutions To Common Problems
• 8 Expenditure allocation The principles of expenditure allocation What exactly do we mean by ?allocation'?
• Traditional ?top-down' approaches
• The ?above-the-line' and ?below-the-line' expenditure split
• Expenditure strategy research Starting from the brand: ?bottom-up' approaches
• Techniques for optimizing expenditure allocation Optimizing the right variable
• Optimizing expenditure for a single brand Optimizing expenditure for a portfolio
• Key points
• 9 Brand identity changes Branding basics What is brand identity?
• Diagnosing your brand identity problems Describing and managing your brand identity changes Differentiation or salience?
• Researching your brand identity strategy Testing your brand identity decisions
• Tracking your brand identity Key points
• 10 Brand portfolio planning Stretching your brand portfolio Portfolio language and terminology
• Analyzing the effects of your portfolio decisions
• Researching your brand portfolio strategy Testing your brand portfolio decisions
• Tracking your brand portfolio

Author notes provided by Syndetics

Robert Shaw is one of Europe¿s top experts on business modelling and economics, specialising in the study of marketing¿s effectiveness and return on investment. He advises the senior executive teams of many large organisations including Manchester United, IBM Global Services, BP, Direct Line, British Telecom, British Airways. He is a prolific author and has published many books, reports and articles on marketing and CRM evaluation. He acted as advisor last year to the Chartered Institute of Marketing on its Guideline on Marketing Effectiveness. The Institute of Chartered Accountants has commissioned a Good Practice Guideline from Professor Shaw.