Marketing and the Bottom Line

Van 13 September tot 31 Oktober van 40,80 voor 29,95 euro.Boards of directors are preoccupied with their companies' wealth. Research shows that, on average, boa... » 

Van 13 September tot 31 Oktober van 40,80 voor 29,95 euro.Boards of directors are preoccupied with their companies' wealth. Research shows that, on average, board 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 McDonald's, this book analyzes the affect that marketing has on the financial well being of a company. Viewing 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 even 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 organization on wealth creation rather than wealth retention. Ambler shows how to do this using simple marketing techniques: * demonstrating that marketing is about how the firm secures its key objectives, i.e. cash * building on the fact that market-oriented, customer-focused companies are more profitable * discouraging short term thinking * making marketers accountable * showing that marketing is essential for debriefing and, therefore, continuous improvement Like an athlete aiming to break records, continuously monitoring their performance, now is the time for companies to get into training. Marketing has an important role in your company's overall fitness regime; make sure it works for you. --This text refers to an out of print or unavailable edition of this title. «