Accountable Marketing The Economics of Data-Driven Marketing

Name: Accountable Marketing The Economics of Data-Driven Marketing
Availability: OutOfStock
ISBN: 9780324203592

ISBN-10: 0324203594

ISBN-13: 9780324203592

Edition: 2004

Authors: Peter J. Rosenwald, Peter Rosenwald, Racom Communications Staff

List price: $55.95

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Businesses are increasingly concerned about measurability and accountability ? particularly in the area of marketing. Executives and managers are searching for reliable methods to ensure that they are getting more out of their marketing efforts, as well as for ways to continue successful operations. If you could differentiate between your best customers, your marginal customers and your worst customers, would you spend your marketing monies the way you do today? If you?re like most marketers, you would not. Then get yourself a copy of Accountable Marketing, and together with its CD of 35 Interactive Templates, discover how to concentrate your marketing expenditures for greater profits.

Book details

List price: $55.95
Copyright year: 2004
Publisher: Cengage South-Western
Publication date: 8/13/2004
Binding: Hardcover
Pages: 368
Size: 6.25" wide x 9.00" long x 1.00" tall
Weight: 1.540
Language: English



A note about using the accountable marketing templates



Understanding the economics of the marketing continuum



Understanding allowable cost per order (ACPO)



The importance of customer focus



Customer relationship management



The economics of different direct selling sequences



Complex products and services : their special characteristics and economics



Using incentives to stimulate and enhance sales and for CRM



Testing and archiving : the foundation stones for marketing improvement



Promotional planning and control



Strategic planning for accountability



Postscript : the future is accountable marketing