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Marketing by the Numbers by Bob HEYMAN, Leland HARDEN

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CHAPTER 1Introduction

How to Drive Successful Marketing ROI

THIS BOOK may save your marketing life.

We don’t have to tell you things are tough out there. It doesn’t matter if you are a profitable commerce engine, a nonprofit, an educational institution, or a government entity with a message to impart. Experienced marketers need to learn new tricks to stay competitive.

The techniques and best practices recommended for web marketing aren’t just replacing traditional marketing spending, they’re driving traditional marketing spending. How often do you see a car commercial on television that doesn’t include a website URL? Why does every trade magazine you subscribe to have an online version? When you shop at a favorite store, do you bring in downloaded ...

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