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Marketing and the bottom line : the marketing metrics to pump up cash flow / Tim Ambler

By: Material type: TextTextPublication details: London : FT Prentice Hall, [2003]Edition: 2nd edDescription: xiv, 320 p. : figs., tabs. ; 25 cmISBN:
  • 9780273661948 .
  • 9780273661948 .
Subject(s):
Partial contents:
Is your metrics system good enough? -- Brand equity is an elephant -- Financial fallacies -- Metrics evolution: how did we get where we are? -- A practical methodology for choosing the right external metrics -- Using metrics to improve innovation performance -- Employee-based brand equity -- Brand transparency -- Assessing the performance of the marketing mix -- Getting the right metrics to the top table -- The fuzzy future
Summary: Most marketing managers and CEOs want to know what return they can expect on marketing expenditure. In this second edition, Tim Ambler explains how to determine which portfolio of marketing activities will reap the best outcome and sales.
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Includes bibliographical references and index

Is your metrics system good enough? -- Brand equity is an elephant -- Financial fallacies -- Metrics evolution: how did we get where we are? -- A practical methodology for choosing the right external metrics -- Using metrics to improve innovation performance -- Employee-based brand equity -- Brand transparency -- Assessing the performance of the marketing mix -- Getting the right metrics to the top table -- The fuzzy future

Most marketing managers and CEOs want to know what return they can expect on marketing expenditure. In this second edition, Tim Ambler explains how to determine which portfolio of marketing activities will reap the best outcome and sales.

Previous ed.: 2000

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