Marketing, as a function and a basis for business growth, continues to be an elusive factor in corporate success. Fast-moving marketplaces and shifts in technology mean that most well-known and admired marketing campaigns succeeded in a totally different society and culture. Setting appropriate budgets, choosing the right integrated marketing mix and measuring the return on investment of different marketing programmes remains a perennial problem for many Marketing Managers. Adding Value to Marketing examines the various challenges facing marketers today, from socio-cultural and demographic changes to market saturation, and the need for more segmented, targeted and cost-effective marketing policies. This book describes the techniques that will help Marketing Managers, Executives and Financial Controllers to focus on reducing costs and instead add value by: recognizing the changing dynamics of the global marketplace; budgeting for campaigns more effectively using techniques such as Activity Based Costing; transforming the marketing department from a revenue centre to a profit centre structure; and redefining the 4 Ps of your business- Product, Price, Place and Promotion- to examine whether they make sense in terms of your customer profile.
| ISBN: | 9780749421755 |
| Publication date: | 25th September 1998 |
| Author: | David Doyle |
| Publisher: | Kogan Page Ltd |
| Format: | Paperback |
| Pagination: | 224 pages |
| Genres: |
Sales and marketing Business and Management |
Marketing, as a function and a basis for business growth, continues to be an elusive factor in corporate success. Fast-moving marketplaces and shifts in technology mean that most well-known and admired marketing campaigns succeeded in a totally different society and culture. Setting appropriate budgets, choosing the right integrated marketing mix and measuring the return on investment of different marketing programmes remains a perennial problem for many Marketing Managers. Adding Value to Marketing examines the various challenges facing marketers today, from socio-cultural and demographic changes to market saturation, and the need for more segmented, targeted and cost-effective marketing policies. This book describes the techniques that will help Marketing Managers, Executives and Financial Controllers to focus on reducing costs and instead add value by: recognizing the changing dynamics of the global marketplace; budgeting for campaigns more effectively using techniques such as Activity Based Costing; transforming the marketing department from a revenue centre to a profit centre structure; and redefining the 4 Ps of your business- Product, Price, Place and Promotion- to examine whether they make sense in terms of your customer profile.
Adding Value to Marketing features in the following genres: Sales and marketing, Business and Management
Adding Value to Marketing is available in Paperback
Adding Value to Marketing was written by David Doyle and published by Kogan Page Ltd
Adding Value to Marketing has 224 pages