{"product_id":"marketing-performance-9781119278337","title":"Marketing Performance","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eDrive marketing ROI with an investor's mindset and a proven toolkit    Top marketers today don't shy away from financial accountability.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction: Smart Money vii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow much should I invest?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Budget sizing: Combine multiple lenses to right-size your marketing budget 1\u003c\/p\u003e \u003cp\u003e2 Allocation: Put your money where your strategy is 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow should I shape my messages?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3 Insights: Discover what really matters to consumers to sharpen your proposition 35\u003c\/p\u003e \u003cp\u003e4 Storytelling: Take a publisher’s mindset and tell stories that cut through the clutter 51\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow will I reach my target group?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5 One currency: Compare apples to apples as you make trade-offs between instruments 71\u003c\/p\u003e \u003cp\u003e6 Science: Apply advanced analytics to drive fact-based mix optimization 89\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow do I ensure excellence in execution?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7 Smart activation: Trim the fat off key instruments to drive incremental benefit 107\u003c\/p\u003e \u003cp\u003e8 Partners: Build performance partnerships with marketing service providers 127\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHow can I drive change and sustain impact?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9 IT solutions: Use marketing ROI decision support solutions to transform your company 143\u003c\/p\u003e \u003cp\u003e10 Agility: Infuse your organization with a return on investment mindset 159\u003c\/p\u003e \u003cp\u003eCredits 177\u003c\/p\u003e \u003cp\u003eIndex 179\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866391327063,"sku":"9781119278337","price":21.24,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119278337.jpg?v=1722278428","url":"https:\/\/bookcurl.com\/products\/marketing-performance-9781119278337","provider":"Book Curl","version":"1.0","type":"link"}