Accountable Marketing The Economics of Data-Driven Marketing
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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 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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $55.95
Copyright year: 2004
Publisher: Cengage South-Western
Publication date: 8/13/2004
Size: 6.25" wide x 9.00" long x 1.00" tall
|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|