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Synopsis
Marketing is frequently viewed with skepticism by non-marketing business executives and when times are tough is often one of the first budget cuts. For marketing executives, the challenge of providing concrete results is amplified due to the 'fuzzy' nature of branding and awareness. Marketing in the post-collapse economic era will become much more rigorous and data-driven, as marketing budgets are cut and each campaign has to prove its ROI. New research at the Kellogg School of Management on return on marketing investment (ROMI) shows how organizations can deliver significant performance gains from marketing. The Author's survey of 252 firms captures $53 billion of annual marketing spending and forms the foundation for this book. This research is complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms. About The Author: Mark Jeffrey is the Director of Technology Initiatives and Senior Lecturer in the Center for Research on Technology and Innovation at the Kellogg School of Management. He has more than 30 publications in management, scientific, and technology journals, and has published 22 original case studies with Harvard Business School Publishing. He is also the Managing Partner of Agile Insights LLC, a marketing consultancy that works with Microsoft, Intel, Cisco Systems, Waste Management, NAVISTAR, Teradata, Blue Cross Blue Shield Association, AAA Northern California, U.S. Department of Veterans Affairs, the CIA, and the U.S. Navy e-Business Operations Office. Mark directs multiple Kellogg executive programs including Managing Customer Relationships for Profit and Driving Strategic Value from IT. He also teaches the Kellogg executive MBA and fulltime MBA course Strategic Data-Driven Marketing, and in custom Kellogg marketing executive programs at Microsoft, DuPont, Sony, Nissan, and Phillips. Table Of Contents: DOWNLOADABLE ROMI RESOURCES. ACKNOWLEDGMENTS. INTRODUCTION. PART I Essentia
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