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Marketing Calculator: Measuring and Managing Return on Marketing Investment - Guy R. Powell
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Guy R. Powell:

Marketing Calculator: Measuring and Managing Return on Marketing Investment - Taschenbuch

ISBN: 047082395X

[SR: 1140346], Paperback, [EAN: 9780470823958], John Wiley & Sons, John Wiley & Sons, Book, [PU: John Wiley & Sons], John Wiley & Sons, This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applie, 268290, Management, 659904, Balanced Scorecard, 268302, Budgeting & Finance, 659902, Business Process Reengineering, 659908, Call Centre Management, 659906, Change Management, 659910, Distribution, 659912, Human Resources, 268305, Information Management, 659926, Knowledge Management, 268098, Management Accounting, 268295, Management Science, 659930, Management Skills, 268306, Office Management, 268296, Operational Research, 268297, Organisational Theory & Behaviour, 268308, Production & Quality Control, 268298, Project Management, 268309, Purchasing & Supply, 268299, Quality Assurance & Total Quality Management, 268321, Sales & Marketing Management, 659964, Six Sigma, 268150, Strategy, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books, 659960, Brands & Corporate Identity, 268314, Sales & Marketing, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books

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Marketing Calculator: Measuring and Managing Return on Marketing Investment - Guy R. Powell
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Guy R. Powell:

Marketing Calculator: Measuring and Managing Return on Marketing Investment - Taschenbuch

ISBN: 047082395X

[SR: 1140346], Paperback, [EAN: 9780470823958], John Wiley & Sons, John Wiley & Sons, Book, [PU: John Wiley & Sons], John Wiley & Sons, This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applie, 268290, Management, 659904, Balanced Scorecard, 268302, Budgeting & Finance, 659902, Business Process Reengineering, 659908, Call Centre Management, 659906, Change Management, 659910, Distribution, 659912, Human Resources, 268305, Information Management, 659926, Knowledge Management, 268098, Management Accounting, 268295, Management Science, 659930, Management Skills, 268306, Office Management, 268296, Operational Research, 268297, Organisational Theory & Behaviour, 268308, Production & Quality Control, 268298, Project Management, 268309, Purchasing & Supply, 268299, Quality Assurance & Total Quality Management, 268321, Sales & Marketing Management, 659964, Six Sigma, 268150, Strategy, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books, 659960, Brands & Corporate Identity, 268314, Sales & Marketing, 68, Business, Finance & Law, 1025612, Subjects, 266239, Books

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Marketing Calculator: Measuring and Managing Return on Marketing Investment - Guy R. Powell
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Guy R. Powell:
Marketing Calculator: Measuring and Managing Return on Marketing Investment - Taschenbuch

ISBN: 9780470823958

ID: INF3001758640

Marketing Calculator - Measuring and Managing Return on Marketing Investment describes the steps necessary to make data-driven marketing decision to improve results for your company, and your career. Written with the right- and left-brained marketer in mind, this book demystifies marketing effectiveness for marketers and the rest of the executive team. With proper measurement, metrics and analytics, marketing can be a reliable generator of real value for your company. Connecting marketing activities can increase revenue, profit and market share, putting your company on the critical path to corporate success. In an increasingly global environment this book provides numerous case studies spanning four continents: North America, Europe, Asia and Africa. Guy Powell`s Marketing Calculator will serves as the guide book for marketers from around the globe as they navigate their way toward achievable gains in marketing productivity. Marketing Calculator: Measuring and Managing Return on Marketing Investment: Marketing Calculator - Measuring and Managing Return on Marketing Investment describes the steps necessary to make data-driven marketing decision to improve results for your company, and your career. Written with the right- and left-brained marketer in mind, this book demystifies marketing effectiveness for marketers and the rest of the executive team. With proper measurement, metrics and analytics, marketing can be a reliable generator of real value for your company. Connecting marketing activities can increase revenue, profit and market share, putting your company on the critical path to corporate success. In an increasingly global environment this book provides numerous case studies spanning four continents: North America, Europe, Asia and Africa. Guy Powell`s Marketing Calculator will serves as the guide book for marketers from around the globe as they navigate their way toward achievable gains in marketing productivity., John Wiley & Sons

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Marketing Calculator: Measuring and Managing Return on Marketing Investment - Guy R. Powell
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Marketing Calculator: Measuring and Managing Return on Marketing Investment - gebrauchtes Buch

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This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following business and finance,business and investing,marketing,marketing and sales,textbooks Marketing & Sales, Wiley

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Marketing Calculator: Measuring and Managing Return on Marketing Investment - Powell, Guy R.
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Powell, Guy R.:
Marketing Calculator: Measuring and Managing Return on Marketing Investment - Taschenbuch

ISBN: 047082395X

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[EAN: 9780470823958], Gebraucht, sehr guter Zustand, [PU: John Wiley & Sons], Business & Economics|Marketing|General, 454 Gramm.

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Marketing Calculator: Measuring and Managing Return on Marketing Investment
Autor:

Powell, Guy R.

Titel:

Marketing Calculator: Measuring and Managing Return on Marketing Investment

ISBN-Nummer:

047082395X

Marketing Calculator - Measuring and Managing Return on Marketing Investment describes the steps necessary to make data-driven marketing decision to improve results for your company, and your career. Written with the right- and left-brained marketer in mind, this book demystifies marketing effectiveness for marketers and the rest of the executive team. With proper measurement, metrics and analytics, marketing can be a reliable generator of real value for your company. Connecting marketing activities can increase revenue, profit and market share, putting your company on the critical path to corporate success. In an increasingly global environment this book provides numerous case studies spanning four continents: North America, Europe, Asia and Africa. Guy Powell's Marketing Calculator will serves as the guide book for marketers from around the globe as they navigate their way toward achievable gains in marketing productivity.

Detailangaben zum Buch - Marketing Calculator: Measuring and Managing Return on Marketing Investment


EAN (ISBN-13): 9780470823958
ISBN (ISBN-10): 047082395X
Taschenbuch
Erscheinungsjahr: 2008
Herausgeber: John Wiley & Sons
288 Seiten
Gewicht: 0,454 kg
Sprache: eng/Englisch

Buch in der Datenbank seit 10.09.2008 16:41:40
Buch zuletzt gefunden am 08.11.2016 14:47:54
ISBN/EAN: 047082395X

ISBN - alternative Schreibweisen:
0-470-82395-X, 978-0-470-82395-8

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