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Marketing management for non-marketing managers : improving returns on marketing investments

Author: Heather L Fitzpatrick
Publisher: New York : American Institute of Certified Public Accountants, 2013.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Although marketing-related expenses are a significant portion of most organisations' budgets, it is often frustrating for those with budget oversite to get a clear picture of the returns on their marketing investment. This engaging book offers practical ways for non-marketing managers and executives to measure and improve marketing returns. It gives you the tools you need to be able to correctly assess the potential  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Fitzpatrick, Heather L.
Marketing management for non-marketing managers.
New York : American Institute of Certified Public Accountants, ©2013
(DLC) 2014497119
(OCoLC)858919649
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Heather L Fitzpatrick
ISBN: 9781119449355 1119449359
OCLC Number: 1008968239
Description: 1 online resource
Contents: Front Matter --
WHAT IS MARKETING?. A MARKET LEADER'S DEFINITION OF MARKETING --
MANAGING THE DISCIPLINE OF MARKETING. THE DISCIPLINE OF MARKETING --
BRAND MANAGEMENT FUNDAMENTALS --
EVALUATING PROPOSED INVESTMENTS IN THE MARKETING FUNCTION. EVALUATING MARKETING PLAN ALIGNMENT --
UNDERSTANDING WHAT INFLUENCES MARKET BEHAVIOUR --
ALIGNING MARKETING TACTICS WITH INFLUENCING FACTORS --
PRODUCTS AND SERVICES --
PLACEMENT OR DISTRIBUTION --
PRICING --
PROMOTIONS --
EVALUATING RETURNS ON MARKETING INVESTMENTS --
MANAGING MARKETING OPERATIONS. WHY DO GOOD PLANS FAIL? --
STAFFING THE MARKETING DEPARTMENT --
MANAGING MEASUREMENT --
CULTIVATING SYSTEMATIC LISTENING --
CONCLUSION. FOUR TESTS TO RUN BEFORE FUNDING --
NOW WHAT? --
GLOSSARY --
APPENDIX A: REFERENCES AND RESOURCES.
Responsibility: Heather Fitzpatrick.

Abstract:

Although marketing-related expenses are a significant portion of most organizations budgets, it is often frustrating for those with budget oversight to get a clear picture of the returns on their  Read more...

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