Accountable Marketing The Economics of Data-Driven Marketing

ISBN-10: 0324203594
ISBN-13: 9780324203592
Edition: 2004
List price: $55.95 Buy it from $2.89
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Description: 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  More...

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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

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.

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

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