Marketing Payback
06 Jul 05

In their report Marketing's Mid-life Crisis , McKinsey & Co described marketers as “… expensive, unaccountable and slippery.” To correct this perception, marketers must provide transparent, measurable information on the contribution marketing makes to the company's performance.

According to Robert Shaw, author of Marketing Payback : “Quantifying the impacts of marketing expenditure in terms that can be endorsed by the non-marketing community is not a passing fad, nor is it an optional extra.” He continued: “Tomorrow's winner's will be those with the courage to change and the discipline to learn new ways of making marketing more accountable.”

How can a company be sure it's spending the right amount of money on the right kind of marketing, increasing profitability and enhancing shareholder value?

This is the question that Marketing Payback has been created to answer.

While marketing is widely acknowledged to be the major driver of a company's cash earning activities, there is still much confusion about what works and what doesn't. A better framework is needed for measuring marketing performance, contribution and for making marketing decisions.

Endorsed by Philip Kotler and featuring case studies from global companies including: BT, Diageo, Disney, IBM, Kraft, Nokia, Procter & Gamble, Samsung and
Unilever , this practical book provides that framework, improving the payback companies' get from marketing.

From measuring the effectiveness of a campaign to justifying the budget, Marketing Payback delivers a unique, disciplined process of decision-making, based on what really drives commercial success.

Unlocking the relationship between customer insight and financial foresight, it will become every marketer's companion to sounder judgment, sharper decision-making and a more profitable marketing performance.

	Marketing Payback
	Author	Robert Shaw and David Merrick
	Pub Date	3 May 2005
	Price	£24.99
	Publisher	Financial Times Prentice Hall
	ISBN	0273688847
		Buy online from www.pearson-books.com before 6th August 2005 to save 10% on the RRP of £24.99. Click here for further information or to purchase Marketing Payback.

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