Marketing Payback: Is Your Marketing Profitable? (Financial Times Series)

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 thatMarketing Payback has been built to answer.

• Marketing value is THE emerging topic in marketing. Over two-thirds of the UK's Marketing Leadership Council membership see marketing accountability as more important than ever before. (FT, 14 October 2003).
• Top quality endorsements from Philip Kotler, Jack Trout, Jean-Claude Larrache.
• Marketing value is increasingly finding interest in business schools. Teachers at Business Schools and internal business academics will find clear expositions for teaching, along with discussion questions. This book is based on a successful executive education programme at Cranfield.
• Principles of evaluating marketing decisions are not to be found anywhere, not even in Kotler.
• Worked examples of evaluations ease the difficult process of turning principles into action.
• Case studies from successful companies, checklists and summaries throughout.

Robert Shaw is one of Europe¿s top experts on business modelling and economics, specialising in the study of marketing¿s effectiveness and return on investment. He advises the senior executive teams of many large organisations including Manchester United, IBM Global Services, BP, Direct Line, British Telecom, British Airways. He is a prolific author and has published many books, reports and articles on marketing and CRM evaluation. He acted as advisor last year to the Chartered Institute of Marketing on its Guideline on Marketing Effectiveness. The Institute of Chartered Accountants has commissioned a Good Practice Guideline from Professor Shaw.