Marketing Payback: Is Your Marketing Profitable?

by Robert Shaw, David Merrick

Do you know if your marketing is profitable? Which activities deliver the most value? and which simply fail to deliver? Knowing the answers to these questions will help you and your business to back the right choices, make the right decisions and deliver more profitable marketing performance.These are the questions that Marketing Payback has been built to answer.

528 pages, Paperback

First published April 27, 2005

Reviews

[Leader Summaries · Rating 5 out of 5]

Desde Leader Summaries recomendamos la lectura del libro La rentabilidad del marketing, de Robert Shaw.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, gestionar marcas y posicionamiento, sistemas de fijación de precios.
En el siguiente enlace tienes el resumen del libro La rentabilidad del marketing, Cómo mejorar el retorno de la inversión en los gastos de marketing: La rentabilidad del marketing

[Shakerra · Rating 4 out of 5]

I read this for one of my graduate classes at Northwestern University. The book, while not exactly a beach read, is a great guide to understanding ROI for marketing. This is all too valuable when it comes to understanding the tangible benefits from something that can feel so intangible.