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This book uncovers the components of driving increased marketingeffectiveness and can be applied to just about every industry andmarketing challenge. It demystifies how marketers can significantlyimprove their measurement and management infrastructure in order toimprove their return on marketing effectiveness and ROI. They willbe able to significantly improve their tactical and strategicdecision-making and finally be able to respond to JohnWannamachers' "half of my advertising is wasted; I just don't knowwhich half." With this in hand, they will be able to avoid thebudget cutting ax, become a critical component of corporate successand enhance their careers.

Even in a crowded theoretical marketing environment there are threenew concepts being introduced:

1. The Marketing Effectiveness Framework to help marketers talk thetalk of marketing effectiveness within marketing and with theC-Suite.
2. The Marketing Effectiveness Continuum to help marketersunderstand the organizational issues and change managementassociated with delivering long lasting enhanced marketingeffectiveness.
3. The Marketing Accountability Framework to help marketers beginto collect data that is meaningful to improving their marketingeffectiveness and to become accountable for their results.

It is one of the only marketing books covering the topic at aglobal level. It includes a great number of specific case studiesfrom North America, Asia, Europe and Africa. The cases cover thefollowing industries: Telecommunications, consumer packaged goods,home repair services, travel, utilities, software, restaurants,alcoholic and non-alcoholic beverages and others. It can also beused to support marketing education at the university level.

Whether the reader is a marketer, business analyst, C-levelexecutive, this book will help them to understand the key issuessurrounding the measurement of marketing effectiveness. More thanthat however, is how each of the concepts can be directly appliedto their marketing environment. Each of the concepts are applied tothe different types of businesses (business-to-business, OEM,consumer, NGO and others) so they can quickly make them actionable.

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