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The Four pillars of profit-driven marketing: how to maximize creativity, accountability, and ROI

Author: Moeller, Leslie H. ; Landry, Edward C. ; Kinni, TheodorePublisher: McGraw-Hill, 2009.Language: EnglishDescription: 232 p. : Graphs ; 24 cm.ISBN: 0071615059Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.13 .M64 2009
(Browse shelf)
001197247
Available 001197247
Total holds: 0

Includes bibliographical references and index

Digitized

The Four Pillars of Profit-Driven Marketing How to Maximize Creativity, Accountability, and Roi Contents ACKNOWLEDGMENTS v INTRODUCTION MARKETING'S FIFTH "P" 1 CHAPTER 1 THE MARKETER'S CHALLENGE 17 CHAPTER 2 MARKETING AND ROI MICROECONOMICS 43 CHAPTER 3 THE MARKETING ROI MINDSET AND PILLARS 67 CHAPTER 4 BUILDING ANALYTICAL PROWESS 91 CHAPTER 5 TOOLS FOR TRANSFORMING ANALYTICS INTO WORKING KNOWLEDGE 119 CHAPTER 6 CREATING PROCESS-DRIVEN PROFITABILITY 141 CHAPTER 7 ALIGNING THE ORGANIZATION AROUND MARKETING ROI 161 CHAPTER 8 UNDERTAKING THE MARKETING ROI TRANSFORMATION 183 EPILOGUE 211 ENDNOTES 214 INDEX 220

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