Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising onto the Same Planet
| Author | : | |
| Rating | : | 4.59 (657 Votes) |
| Asin | : | 1554580315 |
| Format Type | : | paperback |
| Number of Pages | : | 174 Pages |
| Publish Date | : | 2013-02-28 |
| Language | : | English |
DESCRIPTION:
Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. Co-published with the Institute of Communication Agencies Every few years, business is galvanized by a new concept. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question “Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?” In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Accountability is the latest idea in the spotlight. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.. It’s a huge topic, and in the broadest sense
. He is co-author of the ICA report “Measuring and Valuing Brand Equity”, and his articles on the role of brand in business have appeared in the Harvard Business Review, Sloan Management Review, and The Wall Street Journal. David Rutherford is a consultant, specializing in marketing, advertising, and business writing. Rutherford also wrote the ICA guide to Client-Agency Evaluat
And the writing is a breath of fresh air.” (Richard Ettenson, Professor of Global Marketing, Thunderbird School of Global Management)“Superb! A must read for anyone who aspires to be a great marketer and every CEO who wants to be truly successful. Marketer-friendly and Finance-credible (a very rare combination) with significant managerial implications for marketing, customer value and shareholder value. The logic is strong and compelling. The book illustrates how brand building investment can drive both short-term results and superior long-term shareholder returns.” (Stephen Graham, EVP Corporate Marketing and Convergence Officer, Rogers Communication (#1-ranked global marketer by Advertising Age)) . The
"An Earthling's Perspective" according to Adam Helsinger. This is a great book that intuitively walks the reader through the process of explaining marketing to be more relevant to those in finance. I thought the breakdown of the subjects into shorter chapters also helps find important points when going back through the bo. Three Stars A little shallow.