Language : English
Published : 2016-07-25
Pages : 200
Drive marketing ROI with an investor’s mindset and a proven toolkit Top marketers today don’t shy away from financial accountability. In fact, they actively seek to account for the return on their companies’ investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor’s mindset, and it deals with the most pressing marketing performance questions. This isn’t a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight. Learn how to: Increase sales with smarter fund allocation Reduce marketing costs without sacrificing effectiveness Strengthen the role of marketing with quantified ROI Build capabilities for sustainable performance improvements Marketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business.
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About the Author
Pete Cardon teaches management communication, international business communication, and advanced business writing at the Marshall School of Business at the University of Southern California. His primary research interests are intercultural communication and computer-mediated communication. Pete is currently a board member for the Association of Business Communication and the Orchid Foundation. Prior to joining USC, Pete taught at the University of South Carolina for six years and Utah State University for three years. Before working in higher education, he held several marketing and management positions in the tourism and manufacturing industries. Along the way, he has worked in China for three years and traveled to approximately forty countries for work and research.