Vulcans, Earthlings and Marketing ROI
Autor David Rutherford, Jonathan Knowlesen Limba Engleză Paperback – 13 dec 2007
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Livrare economică 03-17 februarie 25
Specificații
ISBN-10: 1554580315
Pagini: 174
Ilustrații: tables & charts
Dimensiuni: 154 x 227 x 11 mm
Greutate: 0.27 kg
Editura: Wilfrid Laurier University Press
Cuprins
Table of Contents for
Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising onto the Same Planet by David Rutherford and Jonathan Knowles
Foreword from the ICA
Preface
Introduction
Part 1. Finding Common Ground
1.1 Accountability and ROI
1.2 A Trilingual Story
1.3 No Simple Answer
1.4 What Business Are You In?
1.5 Words, Words, Words
1.6 The Two Meanings of Value
1.7 Vulcans and Earthlings
1.8 Agreeing What Brands Are
1.9 Agreeing That Brands Are Valuable
1.10 Brand Equity-Marketing and Advertising Version
1.11 Brand Equity-Finance Version
1.12 The Idea of Utility-Removing Some Myths
1.13 The Idea of Intangible Assets
1.14 Profit, Growth and Risk
Part 2. Winning Hearts and Minds
2.1 What Would Emerson Say?
2.2 The Marketing Mindset
2.3 The Brand Mindset
2.4 Short- and Long-Term Roles
2.5 Choosing amongst the Possibilities
2.6 Advertising as Investment
2.7 Advertising's Impact on Profitability
2.8 Advertising's Long-Term Effect
2.9 The Long Term, from Another Perspective
2.10 The Erosive Effect of Not Advertising
2.11 The Value of Marketing
Part 3. Creating a Shared Accountability Culture
3.1 The Need for Teamwork-Led from the Top
3.2 Measurability
3.3 The "Now and Later" Mindset
3.4 Defining the Causal Model
3.5 The Sales Funnel Model
3.6 The Brand Value Chain Model
3.7 What to Measure
3.8 Drilling Down
3.9 Measuring Brand Equity
3.10 Brand Valuation-When to Do It
3.11 Brand Valuation-How to Do It
3.12 Scorecards and Dashboards
3.13 The Unisys Example
3.14 Drawing the Strands Together
3.15 A Final Word
Useful Links
Glossary
References
Diagram Sources
Index
Easy Reference Card
Notă biografică
David Rutherford is a consultant, specializing in marketing, advertising, and business writing. He is also the long-standing editor for the CASSIES, the annual awards show for advertising that proves business-building effectiveness via a rigorous written case. Rutherford also wrote the ICA guide to Client-Agency Evaluation, and is editor and contributing author for the ICA book Excellence in Brand Communication.