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Interviews | January 24, 2012

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Ben MarcusBen Marcus's books The Age of Wire and String and Notable American Women were considered "experimental" fiction because of his unconventional use of... Continue »
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Accountable Marketing: The Economics of Data-Driven Marketing

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 youÂ'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.

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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About the Author

Peter Rosenwald has enjoyed a distinguished international career and is best known as founder of Wunderman Worldwide and Saatchi & Saatchi Direct Worldwide. For both Wunderman and Saatchi, he was responsible for opening offices in Europe, Asia and Latin America. Before founding Consult Partners he was Vice-President Direct Marketing and Executive Committee Member at Grupo Abril, Latin America¿s largest communications company.
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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)
Publisher:
South-Western Educational Pub
Author:
Rosenwald, Peter J.
Author:
Rosenwald, Peter
Subject:
Marketing - General
Subject:
Management - General
Subject:
Business; Marketing; Direct Marketing
Subject:
Business
Subject:
Marketing
Subject:
Direct marketing
Copyright:
2004
Publication Date:
August 2004
Binding:
Hardback
Grade Level:
Professional and scholarly
Language:
English
Illustrations:
Y
Pages:
368
Dimensions:
9.28x6.28x1.29 in. 1.54 lbs.
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Accountable Marketing: The Economics of Data-Driven Marketing
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Product details 368 pages South-Western Educational Publishing - English 9780324203592 Reviews:
"Synopsis" by , 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" by , Businesses are increasingly concerned about measurability and accountability
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