Jack J Phillips, Frank Q Fu, Patricia Pulliam Phillips, Hong Yi

Roi in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing

• Gebundenes Buch

Produktbeschreibung

Publisher's Note: Products purchased from Third Party sellers are not guaranteed by the publisher for quality, authenticity, or access to any online entitlements included with the product. Discover a unique, proven methodology to measure, improve and demonstrate the value of your marketing campaigns and initiatives Understanding and serving your customers' needs is what marketing is all about, but how do you know your events, campaigns and communication initiatives are working at top efficiency and effectiveness? To ensure projects are aligned to business objectives, marketing professionals need a credible, proven evaluation process to measure impact and calculate your return on investment. In ROI in Marketing, the team at ROI Institute reveals their proven, unique ROI Methodology to do just that. Using their data-driven three-part process, you'll learn how to understand the customer better, so you can focus on the critical components of the customer decision-making process. Learn how to analyze and learn from any past failures, and how to adjust and improve the value-including the financial ROI-of current and future marketing campaigns and initiatives.

Produktdetails

• Verlag: McGraw Hill LLC
• Seitenzahl: 352
• Erscheinungstermin: 19. Oktober 2020
• Englisch
• Abmessung: 231mm x 165mm x 32mm
• Gewicht: 580g
• ISBN-13: 9781260460421
• ISBN-10: 1260460428
• Artikelnr.: 59260990

Autorenporträt

Jack Phillips, Ph.D., is the founder of Performance Resources Organization, now the world's leading consulting firm specializing in accountability issues. The author or editor of more than 200 books and 100 articles, including The Handbook of Training Evaluation and Measurement, he has served as a bank president, Fortune 500 training and development manager, and professor of management at a major state university. His clients in 20 countries include such internationally respected companies as AT&T, Federal Express, Lockheed Martin, Motorola, and Xerox.

Inhaltsangabe

Acknowledgments
Preface
PART I Why This Is Important
1 The Value of Marketing: A Critical Issue
2 How the ROI Methodology Works
PART II The Details of the ROI Methodology
3 Start with Why: Align Programs with the Business
4 Make It Feasible: Select the Right Solution
5 Expect Success: Plan for Results
6 Make It Matter: Design for Input, Reaction,
and Learning
7 Make It Stick: Design for Action and Impact
8 Make It Credible: Isolate the Effects
of the Program
9 Make It Credible: Convert Data to Monetary
Value and Identify Intangible Measures
10 Make It Credible: Capture Costs of Program
and Calculate ROI
11 Tell the Story: Communicate Results to Key
Stakeholders
12 Optimize Results: Use Performance Improvement
to Increase Funding
13 Forecast the ROI
14 Make It Work: Sustain the Change to
a Value-Driven Marketing Program
Appendix A
Appendix B
Appendix C
Notes 315
Index 321