Read e-book online Marketing payback : is your marketing profitable? PDF

By Robert Shaw

ISBN-10: 0273688847

ISBN-13: 9780273688846

"If you're drowning in information but pondering even if you revenues promotions are potent, need a extra trustworthy revenues forecast or just are looking to justify a advertising funds, advertising Payback may help you to unencumber the connection among buyer perception and monetary foresight, and use them in your advantage."--BOOK JACKET.

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Few executives outside the corporate centre tend to be familiar with routine strategic analysis methods; predictive modelling skills are almost unknown, and few companies have embraced activity-based costing (ABC). All these techniques are almost essential for the accurate evaluation of marketing options and strategies. As companies face ever-increasing demands to deliver value to investors, it is clear that this lack of accountability and control over marketing cannot be allowed to persist. Marketing’s lack of credibility and alignment within the organization undermines the whole company’s efficiency and effectiveness.

While most marketers get excited talking about creativity, they get immensely bored when costs and budgets are mentioned; their eyes glaze over and their minds shut down. This limited attention span is also widely reflected in the treatment of costs and budgets in books on marketing. 1. Philip Kotler is perhaps unique among marketing experts in recognizing the importance of the issue. Even so, less than 2% of his best-selling book addresses the need. He proposes the idea of a ‘marketing controller .

2. e. the effect on profitability) increases to a maximum and then starts to decrease. At even higher levels of marketing expenditure, the cost of the marketing will exceed the additional revenue generated, and the sales revenue less marketing costs will be lower than with no marketing. Including the effects of price does not help improve the case for revenue maximization either. As discussed at more length in Chapter 13, the maximum revenue occurs at a lower price than the maximum profit. Cutting price, or increasing promotions, can boost revenues but harm profits.

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Marketing payback : is your marketing profitable? by Robert Shaw


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