Marketing and the Bottom Line

Tim Ambler

173 pages, parution le 01/04/2001

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Résumé

Boards of directors are naturally preoccupied with their company"s wealth. Research shows that on average, boards devote nine times more attention to spending and counting cash-flow than to wondering where it comes from and how it could be increased. Marketing and the bottom line sets out to change this.

Based on extensive and original research involving world-beating companies such as 3M, Andersen Consulting, British Airways, Diageo and McDonalds, this book analyses the impact that marketing has on the financial well-being of a company. With a view of marketing as a strategic, board-level function, Ambler sets out a new generation of marketing metrics designed to make marketing more accountable for what it does, what it spends and what it earns.

However, Marketing and the bottom line is not just about yet more figures and financial reports; it is designed to bring the excitement and fun of marketing into the board -room and to focus the whole organisation on wealth-creation rather than wealth-retention. The reasons for this are simple, marketing assessment:

shows that marketing is about how the firm secures its key objectives, i.e. cash
builds on the fact that market-oriented customer-focuses companies are more profitable
discourages short-termism
makes marketers accountable
is essential for debriefing and, therefore, continuous improvement

Like an athlete monitoring performance for personal bests and the desire to break records, now is the time for companies to get into training. Business is not just about analysing what you"ve done in the past, it"s about what you are going to do in the future and whether you are in shape to achieve those goals. Marketing has an important role in the fitness regime; make sure it works for you.

Contents

Acknowledgements
Foreword
Executive summary 1
Metrics top tables - a summary 14
1 Assessing your present system 17
2 Measuring market-based assets 41
3 Choosing the metrics 57
4 Stages of assessing marketing performance 77
5 Measuring innovation health 95
6 Internal marketing metrics 113
7 Supplying the metrics 131
8 The fuzzy future 146
App. A Assessing advertising and campaigns 154
App. B Individual metrics 162
App. C Supplement to innovation health metrics (Chapter 5) 166

Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Tim Ambler
Parution	01/04/2001
Nb. de pages	173
Format	16 x 24
Couverture	Relié
Poids	498g
Intérieur	Noir et Blanc
EAN13	9780273642480

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Marketing and the Bottom Line

Résumé

Caractéristiques techniques

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