List Books » The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI
Authors: Leslie Moeller, Moeller, Edward Landry
ISBN-13: 9780071615051, ISBN-10: 0071615059
Format: Hardcover
Publisher: McGraw-Hill Companies, The
Date Published: December 2008
Edition: (Non-applicable)
Leslie Moeller is a partner at Booz &
Company where he leads the North American Consumer and Retail practice. He previously
headed the firm’s global sales and marketing
service offering.
Edward Landry is a partner at Booz &
Company with two decades of experience in
consumer industries. He focuses on strategy
development, business transformation, and
sales and marketing eff ectiveness across a
broad range of consumer businesses.
The First Proven System for Maximizing Your Marketing Spend!
The Four Pillars of Profit-Driven Marketing helps you achieve what has always eluded marketersan accurate determination of marketing ROI. Inside, you'll find the secrets to maximizing return on every marketing dollar spent by combining modern measurement technologies and contemporary organizational design. Apply the “4 pillars” of marketing, and you will strengthen connections with customers, improve creativity and accountability within your organization, and attain the new, fifth “p” of marketing-profit.
“A tested, systematic approach for determining payback from marketing, including new media. If you think brand building is too important to waste money on, commit yourself to the strategic imperatives outlined in this valuable book today.”
—Nick Wreden, CEO, FusionBrand, and author, ProfitBrand: How to Increase the Profitability, Accountability and Sustainability of Brands
“[This] book provides a compelling case for marketing ROI tools and provides a road map for how to make it a critical part of your organization.”
—David Norton, Senior Vice President and Chief Marketing Officer, Harrah’s
Leslie Moeller is a partner at Booz &
Company where he leads the North American Consumer and Retail practice. He previously
headed the firm’s global sales and marketing
service offering.
Edward Landry is a partner at Booz &
Company with two decades of experience in
consumer industries. He focuses on strategy
development, business transformation, and
sales and marketing eff ectiveness across a
broad range of consumer businesses.
Introduction Marketing's Fifth "P" 1
Ch. 1 The Marketer's Challenge 17
Ch. 2 Marketing and ROI Microeconomics 43
Ch. 3 The Marketing ROI Mindset and Pillars 67
Ch. 4 Building Analytical Prowess 91
Ch. 5 Tools for Transforming Analytics into Working Knowledge 119
Ch. 6 Creating Process-Driven Profitability 141
Ch. 7 Aligning the Organization Around Marketing ROI 161
Ch. 8 Undertaking the Marketing ROI Transformation 183
Epilogue 211
Endnotes 214
Index 220