Marketing and the Bottom Line

Description

"The subject is critically important and Ambler's ideas are provocative."  
 Philip Kotler

Marketing really isn't different, and it really isn't impossible to measure. It’s an investment. Unless you can measure its impact, you're wasting your money.

Select the right metrics for your company and ensure a regular assessment of marketing by top management in order to keep performance on track. Here, for the first time, is a book that explains the "why" as well as the "what" and the "how" of marketing metrics.

"This book is a big step forward in assessing marketing impact - an area which is short of regular performance management."  Sir John Egan, CBI

Contents
1: Is Your Metrics System Good Enough?
2: Brand Equity Is An Elephant
3: The Dangers Of Reliance On Shareholder Value And Other  Financial Metrics
4: Metrics Evolution: How Did We Get Where We Are? 5: A Practical Methodolgy For Selecting The Right External Metrics
6: Using Metrics To Improve Innovation Performance
7: Employee Brand Equity
8: Monitoring Other Stakeholders' Brand Equity
9: Assessing The Performance Of The Mix
10: Getting The Right Metrics To The Top Table
11: The Fuzzy Future

Features

• It is the only book that provides an executive blueprint for assessing the sources of cash flow and measuring how well they are being harvested.
• It is the only book which explores the difficulties of measuring brand equity (the biggest asset in the business world) in practical terms.
• Originally based on comprehensive 30 month research programme at LBS, sponsored by TMC, TMS, IPA, SPCA, and LBS itself. Since then similar research has taken place in the USA, Spain, Australia, China and Scandinavia.
• Metrics remains top research priority of the Marketing Science Institute – who support this work.

Reviews

"The subject is critically important and Ambler's ideas are provocative."
 Philip Kotler

" Far and away the best book for a senior manager who is interested in understanding marketing's impact on his or her organization."
Journal of Marketing, January 04

"It is time that marketing stood up and was counted. Literally. This book is the enabler. It's not full of prescriptive rules. Instead it poses questions to ask, suggests possible measurements to make and details experiences from real companies. It does not suffer from consultant speak and is grounded in the reality of the struggle to "make marketing accountable. It is important for the future of marketing." Market Leader

"Marketers need to be far more accountable, and this book shows them not just how to provide measures of success but also how to achieve top management consensus about marketing investment. " Ken Bishop, Director of Marketing, IBM UK

"This is a succinct, witty and mould-breaking book on a very important topic. It should be read by all senior managers and marketers." Professor Hugh Davidson, Cranfield School of Management

"This book is a big step forward in assessing marketing impact - an area which is short of regular performance management." Sir John Egan, CBI

"Although Ambler's 'Marketing and the Bottom Line' may sound like a core text book that should be read by every undergraduate marketing student, its strength goes well beyond the bounds of academic study. To begin with, it's a really easy book to read. And although it's about the numbers that preoccupy the CFO and CEO, Ambler has demystified what could have been an impenetrable subject.

What struck me about this book is that it's written by a marketer for marketers. The central tenant of the book is that most brand owners aren't making marketing accountable in a way that is relevant and meaningful. But it doesn't stop there and through some original research Ambler provides a blue print for the marketer to impress his or her boss in how to measure the value of their efforts. Numbers haven't been so much fun for a long time. Buy this book."
Brand Republic