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By
Laura Patterson and
Koen Pauwels (foreword by)
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Bibliographic Detail
Publisher
Racom Communications
Publication date
June 9, 2008
Pages
161
Binding
Paperback
Book category
Adult Non-Fiction
ISBN-13
9781933199153
ISBN-10
1933199156
Dimensions
0.50 by 6 by 8.75 in.
Weight
0.60 lbs.
Original list price
$24.95
Summaries and Reviews
Amazon.com description: Product Description:
Talk about marketing accountability has become almost commonplace. Most marketing executives understand the need to know the numbers. The real question is, ""Which numbers?"" Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization answers those questions and addresses those problems with a balance of sound theory and technique and practical application. The author, a veteran of marketing on both ""sides""Âthe client side and the consultant sideÂexplains how you need to begin by identifying the elements of the right culture. First, every companyâs product makeup, competitive situation, resources, and internal strengths and weaknesses differ. So do its needs for particular metrics. It is necessary to be able to identify which metrics matter to your organizationâs circumstances. Next it is necessary to create a culture of accountability. Everyone in the organization has to be Âand be seen as beingÂon the same side and n the same page. Finance canât be seen as ""the enemy,"" and Sales and Marketing need work especially hard to coordinate their efforts. But this sense of accountability needs to extend from the C-Suite to the customer service and order entry people. Quality approaches and sophisticated ideas then become much more productive in the marketplace. A metrics audit will help establish where you are now, and mapping will enable you to align processes to better develop your dashboard. This book provides wise counsel for identifying which metrics matter most to your organization and practical guidance for putting all the sophisticated marketing tools to profitable use in your company.
Editions
Paperback
The price comparison is for this edition
from Racom Communications (June 9, 2008)
9781933199153 | details & prices | 161 pages | 6.00 × 8.75 × 0.50 in. | 0.60 lbs | List price $24.95
About: Talk about marketing accountability has become almost commonplace.
About: Talk about marketing accountability has become almost commonplace.
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