Item out of stock
Selling fast! Item low in stock
Marketing and the bottom line - Tim. Ambler
Oops!
Unfortunately it looks like someone took the last one.
Unfortunately it looks like someone took the last one.
No worries, we have many more interesting finds for you.
Browse similar
Why choose musicMagpie?
Title
Marketing and the bottom line
Marketing and the bottom line
Author
Tim. Ambler
Tim. Ambler
format
Paperback
Paperback
Publisher
Financial Times/Prentice Hall
Financial Times/Prentice Hall
Language
English
English
UK Publication Date
20030508
20030508
Description
"The subject is critically important and Ambler's ideas are provocative."
Philip Kotler
" Far and away the best book for a senior manager who is interested in understanding marketing's impact on his or her organization."
Journal of Marketing, January 04
Marketing really isn't different, and it really isn't impossible to measure. It's an investment. Unless you can measure its impact, you're wasting your money.
Select the right metrics for your company and ensure a regular assessment of marketing by top management in order to keep performance on track. Here, for the first time, is a book that explains the "why" as well as the "what" and the "how" of marketing metrics.
How much attention does your board give to the sources of cash flow? Perhaps what gets measured is not always what gets done but it's a start. This book explains the reasons for regular marketing assessment by the whole board, key marketplace metrics, and assessing the firm's state of innovation health. Improved marketing requires employees to change what they do, and the way that they do it.
Most companies don't have a clear picture of their marketing performance. Now is the time to see what you are doing. Clarity of goals and assessment of performance separate the professional from the amateur; and only the professionals win.
"It is time that marketing stood up and was counted. Literally. This book is the enabler. It's not full of prescriptive rules. Instead it poses questions to ask, suggests possible measurements to make and details experiences from real companies. It does not suffer from consultant speak and is grounded in the reality of the struggle to "make marketing accountable. It is important for the future of marketing."
Market Leader
Market Leader
"A blue print for the marketer to impress his or her boss in how to measure the value of their efforts. Numbers haven't been so much fun for a long time. Buy this book." Brand Republic
"Marketers need to be far more accountable, and this book shows them not just how to provide measures of success but also how to achieve top management consensus about marketing investment. " Ken Bishop, Director of Marketing, IBM UK
"This is a succinct, witty and mould-breaking book on a very important topic. It should be read by all senior managers and marketers." Professor Hugh Davidson, Cranfield School of Management
"This book is a big step forward in assessing marketing impact - an area which is short of regular performance management." Sir John Egan, CBI
Why buy with musicMagpie?
FREE 12 Month Warranty on Tech
Magpie Certified Refurbished Tech
FREE Delivery on ALL Orders
14 Day Money Back Guarantee
90 Point Refurbished Quality Check
If you’re looking for something new to listen to, watch or play, look no further than the musicMagpie Store. We sell over half a million new and used CDs, DVDs, Blu-Rays, Games and Vinyl, spanning all kinds of genres and consoles, with prices starting from just £1.09! We also sell a wide range of refurbished Mobile Phones and Tech from major brands like Apple, Samsung, Sony, Microsoft and much more. With a 12 month quality warranty, you can save with total confidence.