{"product_id":"marketing-performance-isbn-9781119278337","title":"Marketing Performance","description":"\u003cb\u003eDrive marketing ROI with an investor's mindset and a proven toolkit\u003c\/b\u003e \u003cp\u003eTop marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions. \u003c\/p\u003e\u003cp\u003eThis isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight. \u003c\/p\u003e\u003cp\u003eLearn how to: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eIncrease sales with smarter fund allocation\u003c\/li\u003e \u003cli\u003eReduce marketing costs without sacrificing effectiveness\u003c\/li\u003e \u003cli\u003eStrengthen the role of marketing with quantified ROI\u003c\/li\u003e \u003cli\u003eBuild capabilities for sustainable performance improvements\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eMarketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business. \u003c\/p\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   \u003cp\u003e\u003cb\u003eTHOMAS BAUER\u003c\/b\u003e joined McKinsey in 2001 and is based in Munich. As a Senior Expert in McKinsey's marketing strategy group he serves clients across industries and geographies on topics such as marketing spend effectiveness and brand management. Thomas co-leads the Marketing Navigator, a McKinsey technology solution for marketing performance optimization. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTJARK FREUNDT\u003c\/b\u003e is a Partner in McKinsey's Hamburg office. He joined McKinsey in 2001 and is co-leader of the EMEA Marketing and Sales Practice. Tjark leads McKinsey's global service line for brand management and marketing effectiveness. His main areas of activity are logistics, energy, and chemicals. He is the author of many articles and books such as \u003ci\u003ePower Brands\u003c\/i\u003e. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eJONATHAN GORDON\u003c\/b\u003e is a Partner in New York. He joined McKinsey in 1995 and is the leader of the global marketing strategy service line. He helps consumer companies construct marketing strategies and build capabilities that drive top-line growth, spanning financial services, packaged goods, and automotive. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eJESKO PERREY\u003c\/b\u003e is a Senior Partner at McKinsey and based in Dusseldorf. He joined McKinsey in 1999 and is global leader of the Marketing and Sales Practice. He serves clients across multiple industries and a broad range of topics such as commercial transformation, marketing ROI, branding, customer experience, digital marketing, and advanced analytics. He is the author of \u003ci\u003ePower Brands\u003c\/i\u003e and \u003ci\u003eRetail Marketing and Branding\u003c\/i\u003e. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDENNIS SPILLECKE\u003c\/b\u003e is a Senior Partner at McKinsey and based in Cologne. He joined McKinsey in 2001 and is leading the German Marketing and Sales Practice. He serves clients across multiple industries and a broad range of topics such as advanced analytics, commercial transformation, marketing ROI, branding, and digital marketing. He is the author of \u003ci\u003ePower Brands\u003c\/i\u003e and \u003ci\u003eRetail Marketing and Branding.\u003c\/i\u003e    \u003c\/p\u003e\u003cp\u003e\u003cb\u003eContributors\u003c\/b\u003e\u003cbr\u003e Sebastian Ackermann\u003cbr\u003e Benjamin Brudler\u003cbr\u003e Lars Fiedler\u003cbr\u003e Carmen Gayoso\u003cbr\u003e Marco Guida\u003cbr\u003e Jan Hildebrand\u003cbr\u003e Jeff Jacobs\u003cbr\u003e Sascha Lehmann\u003cbr\u003e Nils Liedtke\u003cbr\u003e David Ochmann\u003cbr\u003e Philip C. Ogren\u003cbr\u003e Julia Rath\u003cbr\u003e Marleen Relling\u003cbr\u003e Katharina Siorpaes\u003cbr\u003e Jeremy Urban\u003cbr\u003e Hiek Van der Scheer\u003cbr\u003e Lorenz Zimmermann  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eProduction team\u003c\/b\u003e\u003cbr\u003e Rik Kirkland\u003cbr\u003e Alice Kral\u003cbr\u003e Scott Reznik\u003cbr\u003e Sanya van Schalkwyk\u003cbr\u003e Kinga Young  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eExecutive editor\u003c\/b\u003e\u003cbr\u003e Cornelius Grupen    \u003c\/p\u003e\u003cp\u003e\"This book empowers marketers to infuse their function with an investor's mindset and drive sustainable marketing performance.\"\u003cbr\u003e \u003cb\u003ePieter Nota, CEO Personal Health \u0026amp; CMO Royal Philips\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003cb\u003eMARKETING PERFORMANCE\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eTop marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eHow much should you spend on marketing?\u003c\/li\u003e \u003cli\u003eHow should you allocate your budget to brands or business units?\u003c\/li\u003e \u003cli\u003eWhat is the best instrument mix to achieve your marketing objectives?\u003c\/li\u003e \u003cli\u003eWhich solutions and service providers do you need to get it done?\u003c\/li\u003e \u003cli\u003eWhich capabilities should you build to make sure the impact sticks?\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis isn't a work of theory. This is a hands-on guide to better marketing, neatly packaged into ten concise chapters. Drawing on our experience as consultants to the world's leading marketers, we bring you a wealth of proven success factors and real-life case studies. We won't give you all the details on marketing operations in this book. Instead, we focus on the ten things you need to get right to drive marketing performance and grow your business. \u003c\/p\u003e\u003cp\u003e\"If you only read one book about marketing, make sure it's this one. It is written for a board-level audience, and it treats marketing as a driver of higher returns.\"\u003cbr\u003e \u003cb\u003e—Kenny Lam,\u003c\/b\u003e Group President, Noah Holdings Limited \u003c\/p\u003e\u003cp\u003e\"Adding facts to creativity and intuition and driving accountability for success, that's the future. This book paves the way into that future.\"\u003cbr\u003e \u003cb\u003e—Christian Deuringer,\u003c\/b\u003e Director Global Brand Management, Allianz \u003c\/p\u003e\u003cp\u003e\"This is exactly the kind of thinking marketers need to make a difference today: get your objectives straight, focus on the big buckets, and hold people accountable to generate quantifiable returns on investment: your team, your agencies, everyone\"\u003cbr\u003e \u003cb\u003e—Michael Trautmann,\u003c\/b\u003e Founder and CEO, thjnk; Former Global Head of Marketing, Audi AG\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989575811301,"sku":"NP9781119278337","price":36.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119278337.jpg?v=1761784662","url":"https:\/\/k12savings.com\/es\/products\/marketing-performance-isbn-9781119278337","provider":"K12savings","version":"1.0","type":"link"}