The Marketing Book 5th Edition

502 The Marketing Book is not a single company concept, it requires the closest connections upstream with custom- ers and downst ...

Integrating customer relationship management and supply chain management 503 challenge is to link them together in such a way th ...

CHAPTER 20 Controlling marketing and the measurement of marketing effectiveness KEITH WARD Introduction: scope and content of th ...

Controlling marketing and the measurement of marketing effectiveness 505 reflected very rapidly in declining sales reven- ues an ...

506 The Marketing Book expenditures are well directed and effectively controlled. Such effective control can only be exercised i ...

Controlling marketing and the measurement of marketing effectiveness 507 million on a national advertising campaign which is des ...

Level of return required by investors in Investment Y Risk adjusted required rate of return line Specific risk of Investment Y Z ...

RETURN RISK The Optimal Value Adding Strategic Direction Reduce Risk more than Return Start point Increase Return more than Risk ...

510 The Marketing Book barrier which stops competitors from coming into the attractive market created by the busi- ness. This is ...

Controlling marketing and the measurement of marketing effectiveness 511 been done by certain brands, such as Coca-Cola and Marl ...

512 The Marketing Book In very many businesses, these factors are most obviously present in the key marketing investments which ...

Controlling marketing and the measurement of marketing effectiveness 513 can launch their own versions is now very short; e.g. i ...

514 The Marketing Book marketing asset by improving specific attri- butes of the asset, while maintenance expendi- ture aims to ...

STRATEGY/LONG-TERM PLANS TACTICS/BUDGETS GOALS/OBJECTIVES MISSION Controlling marketing and the measurement of marketing effecti ...

516 The Marketing Book the company, as this is of fundamental interest to its shareholders. In other words, is the business oper ...

Controlling marketing and the measurement of marketing effectiveness 517 consequently focus on justifying the number of salespeo ...

Market penetration strategy Existing customer-led strategy Existing product-led strategy Existing New Diversification? Existing ...

Existing New Diversification (Reducing or INCREASING RISK) Existing New CUSTOMERS PRODUCTS Controlling marketing and the measure ...

520 The Marketing Book strategies, as a number of common issues can be more simply dealt with. The nature of brands has been dea ...

1 2 3 Diminishing returns set in for additional Less than expenditure critical mass expenditure EFFECTIVENESS OF EXPENDITURE MAR ...