Includes bibliographical references (p. 488-496) and index.

From hard investments to hard decisions, marketers and executives need a better framework for measuring marketing performance. This text delivers a practical and coherent set of tools and techniques to measure the effectiveness of marketing. "A landmark book, providing marketing practitioners with the tools to professionalize their marketing decision-making." Philip KotlerDo you know if your marketing is profitable? Which activities deliver the most value? and which simply fail to deliver? These are the questions thatMarketing Payback has been built to answer.Marketing touches every aspect of your business, but marketing costs money and there are many choices to be made about where marketing budgets can be spent. Sooner or later, every marketing executive will have to get to grips with demonstrating the contribution of marketing. From deciding whether a major campaign is worth backing, to the immediate and daily challenge of managing budgets and measuring activities. If you are drowning in data yet wondering whether your sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and financial foresight, and use them to your advantage.These are challenges that every business faces, and questions that every marketer will encounter. Knowing the answers to these questions will help you and your business to back the right choices, make the right decisions and deliver more profitable marketing performance.Marketing Payback is every marketer's companion to sounder judgment and sharper decision-making.

Also available in printed form ISBN 9780273688846

Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.