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Powell's Q&A, Q&A | June 29, 2009

Janna Cawrse Esarey: IMG Powell's Q&A: Janna Cawrse Esarey

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"I fell in love with Crosby, Stills, and Nash's song 'Southern Cross' when I was fifteen. By the time I got to college, 'I'm going to sail around the world someday' was sort of my pickup line." Continue »
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    Janna Cawrse Esarey

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Accountable Marketing: The Economics of Data-Driven Marketing

by Peter J. Rosenwald

Accountable Marketing: The Economics of Data-Driven Marketing Cover

Synopses & Reviews

Publisher Comments:

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.

Review:

àa must read for today's marketer.à a truly breakthrough tool that any serious marketer will find of enormous value.

Review:

This is math for even the quantitatively challenged. The formulas alone are worth buying the book for.

Review:

There is no better book when you want to learn the economics of reaching the people who count, as opposed to counting the people you reach.

Review:

He?s been there, done that, and got the T-shirt. Now he?s written the book and all you have to do is read it?. If you?re in business?and seeking to maximise your share of your customer?s wallet, this book is priceless. Buy this book and become accountable.

Synopsis:

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 youre 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.

Synopsis:

Businesses are increasingly concerned about measurability and accountability
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Table of Contents

1. Understanding the Economics of the Marketing Continuum 2. Understanding Allowable Cost Per Order (ACPO) 3. The Importance of Customer Focus 4. Customer Relationship Management 5. The Economics of Different Direct Selling Sequences 6. Complex Products and Services: Their Special Characteristics and Economics 7. Using Incentives to Stimulate and Enhance Sales and for CRM 8. Testing and Archiving: The Foundation Stones for Marketing Improvement 9. Promotional Planning and Control 10. Strategic Planning for Accountability 11. Postscript: The Future is Accountable Marketing

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Product Details

ISBN:
9780324203592
Subtitle:
The Economics of Data-Driven Marketing (with CD-ROM)
Author:
Rosenwald, Peter J.
Author:
Rosenwald, Peter
Publisher:
Cengage Learning
Subject:
Marketing - General
Subject:
Management - General
Subject:
Business; Marketing; Direct Marketing
Copyright:
2004
Publication Date:
August 2004
Binding:
Hardcover
Grade Level:
Professional and scholarly
Language:
English
Illustrations:
Y
Pages:
384
Dimensions:
9.28x6.28x1.29 in. 1.54 lbs.
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