Book description
Although marketing-related expenses are a significant portion of most organizations’ budgets, it is often frustrating for those with budget oversight to get a clear picture of the returns on their marketing investment.
This engaging book offers practical ways for non-marketing managers and executives to measure and improve marketing returns. It gives you the tools you need to be able to correctly assess the potential of your marketing and accurately evaluate the returns. You’ll learn:
- Why market leaders achieve significantly greater returns on their marketing than others within their market.
- The 3 main reasons most marketing plans fail to live up to their potential, and the steps you must take to avoid these pitfalls.
- How to evaluate your marketing investment’s likely ROI before you invest the money.
- When and how to assess the financial returns of your marketing efforts.
- How well your own organization is performing in the management of its marketing investments.
The book includes:
- Case studies from companies of various sizes and in a cross-section of industries, including not-for-profits
- 4 tests to use prior to the approval of a marketing budget
- A marketing performance evaluation tool to assess and improve your organization’s marketing management
Table of contents
- Cover Page
- Title Page
- Copyright Page
- Preface
- Acknowledgments
- About the Author
- Contents
- SECTION 1: WHAT IS MARKETING?
-
SECTION 2: MANAGING THE DISCIPLINE OF MARKETING
-
2: THE DISCIPLINE OF MARKETING: THE FOUNDATION FOR BUSINESS STRATEGY
- Why the Discipline of Marketing Produces the Crystal Ball Effect
- Leveraging Market Insight
- The Other Half of Marketing: Meeting Market Needs
- Choosing a Market: The Challenge of Serving Many Masters
- Translating Value Proposition Into Products and Services
- Aligning Your Business Activities
- Setting Business and Financial Objectives
- Questions for Non-Marketing Managers to Ask About the Discipline of Marketing
- Chapter 2 Summary
-
3: BRAND MANAGEMENT FUNDAMENTALS
- The Definition of Brand
- The Building Blocks of a Strong Brand
- The Value of a Strong Brand
- Sources of Added Value Attributed to Brand
- Best Practices and Tools of the Brand Trade
- Brand Architecture
- Mitigating and Addressing Brand Damage
- Questions for Non-Marketing Managers to Ask About Brand Management
- Chapter 3 Summary
-
2: THE DISCIPLINE OF MARKETING: THE FOUNDATION FOR BUSINESS STRATEGY
-
SECTION 3: EVALUATING PROPOSED INVESTMENTS IN THE MARKETING FUNCTION
- 4: EVALUATING MARKETING PLAN ALIGNMENT
-
5: UNDERSTANDING WHAT INFLUENCES MARKET BEHAVIOUR
- Do You Know Why Your Customer Chooses Your Company—and Why Non-Customers Don’t?
- What Your Marketing Function Needs to Know
- Purchasing Decision Criteria
- Market Segments
- Understanding Relative Market Positions
- Other Influencing Factors
- Prioritising Influencing Factors
- The Connection Between Influencing Factors, Marketing Strategies and Results
- The Relative Importance of Price
- Questions for Non-Marketing Managers to Ask About Factors Influencing Purchasing Behaviour
- Chapter 5 Summary
-
6: ALIGNING MARKETING TACTICS WITH INFLUENCING FACTORS
- Tactics Are Not Strategies
- Well-Crafted Marketing Strategies Provide Specific Guidance
- Align Attributes to Pick the Right Tactic
- ‘How’ Is as Important as ‘What’
- Special Considerations for International and Multi-Cultural Markets
- Special Considerations for Not-for-Profits
- Questions for Non-Marketing Managers to Ask About Aligning Marketing Tactics With Influencing Factors
- Chapter 6 Summary
- 7: PRODUCTS AND SERVICES: THE FIRST ‘P’ OF TACTICAL MARKETING
-
8: PLACEMENT OR DISTRIBUTION: THE SECOND ‘P’ OF TACTICAL MARKETING
- Go Where the Market Looks for Solutions
- Balance Cost With Benefits
- Consider the Impact on Brand
- An Introduction to Channel Management
- Cutting Out the Middleman
- Creative Partnerships
- Multi-Channel Distribution
- Channel Conflict
- How Channel Decisions Impact Product and Service Innovation
- Questions for Non-Marketing Managers to Ask About Place or Distribution
- Chapter 8 Summary
-
9: PRICING: THE THIRD ‘P’ OF TACTICAL MARKETING
- The Impact of a Dollar (or Pound, or Yen or Rupee)
- Common Approaches to Evaluating Price
- Price and the Product Life Cycle
- Incentive Pricing Approaches
- Other Pricing Approaches
- The Connection Between Price, Product or Service, Distribution Systems and Operations
- The Impact of Brand on Price
- Market Realities
- Legal Issues
- Questions for Non-Marketing Managers to Ask About Price
- Chapter 9 Summary
-
10: PROMOTIONS: THE FOURTH ‘P’ OF TACTICAL MARKETING
- Understanding the Two Functional Purposes of Promotions
- Delegate, but Don’t Abdicate
- Why Following the Leader Is Risky
- Communicate So the Market Hears What You Say
- Pick the Right Tool for the Purpose
- A Guide to Common Promotional Tactics
- Questions for Non-Marketing Managers to Ask About Promotions
- Chapter 10 Summary
-
11: EVALUATING RETURNS ON MARKETING INVESTMENTS
- Debunking the Measurement Myth
- The Benefits of Measurement
- Measuring Results in Anticipation of Funding
- Determining the Appropriate Level of Accuracy
- Measurement Models: Simple to Complex
- Risk Adjustment
- Return on Marketing Investment
- Questions for Non-Marketing Managers to Ask About Measurement and Returns
- Chapter 11 Summary
- SECTION 4: MANAGING MARKETING OPERATIONS
- 13: STAFFING THE MARKETING DEPARTMENT
-
14: MANAGING MEASUREMENT
- Addressing the Language Barrier
- Agreeing on Metrics
- Building Processes and Systems to Measure Performance
- Don’t Forget the Investment Side of the ROI Equation
- Remaining Focused
- Coordinating Efforts
- The CEO’s Role in Measurement
- Questions for Non-Marketing Managers to Ask About Managing the Measurement of Marketing Performance
- Chapter 14 Summary
-
15: CULTIVATING SYSTEMATIC LISTENING
- Modelling the Way: The Executive’s Role in Building the Crystal Ball Effect
- Building a Listening Culture
- Validating Internal Information With Third-Party Research
- Key Market Research Tools and Concepts
- Questions for Non-Marketing Managers to Ask About Cultivating Systematic Listening
- Chapter 15 Summary
- SECTION 5: CONCLUSION
- 17: NOW WHAT?
- GLOSSARY
- APPENDIX A: REFERENCES AND RESOURCES
Product information
- Title: Marketing Management For Non-Marketing Managers
- Author(s):
- Release date: May 2017
- Publisher(s): Wiley
- ISBN: 9781937352677
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