Marketing Payback: Is Your Marketing Profitable? (Financial Times Series)

Do you know if your marketing is profitable? Knowing the answer to this question will serve you and your business well. It is the question thatMarketing Payback has been built to answer. This is a landmark book in providing marketing practitioners with the concepts and practical tools to professionalize their marketing decision making and to provide senior management with a financial accounting for their marketing results. Philip Kotler,S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University Finally, someone has put the financial aspects of marketing in the proper perspective in a useful and usable way in understandable language. Don E. Schultz, Ph D, Professor Emeritus-in-Service, Integrated Marketing Communications Department, Northwestern University. Accountability and measurement of marketing success is crucial to any business. This book is a must have for all marketers who want to demonstrate the value of marketing activity and be taken seriously in the boardroom. Ray Perry, Director, Chartered Institute of Management Accountants "There is a huge knowledge gap between finance and marketing in most organizations today. This illuminating book explains the black art of marketing and its financial consequences in a way that bridges this gap. It will enable managers to gain valuable insights from marketing results and thus help to direct their future marketing investments to maximize their payback. Essential reading for all marketing professionals and their finance colleagues. Jeremy Hope, Director of the Beyond Budgeting Round Table and author of Beyond Budgeting The debate, regarding the effectiveness of marketing spend, has raged for some time. Here is the definitive reference book on the subject of marketing payback, it is not just a must read for marketers, but also for Finance Directors and CEOs. Sir Roy Gardner, Chief Executive of Centrica plc and Chairman of Manchester United Good marketing creates good businesses the imperative for marketers today is to prove the case by creating transparent and measurable results this book clearly shows the way. David Galloway, General Manager Sales, BOCRobert Shaw is the author of 'Marketing Payback: Is Your Marketing Profitable? (Financial Times Series)', published 2005 under ISBN 9780273688846 and ISBN 0273688847.