| Robert Shaw is a founder of the consultancy MBPI and for over 20 years has helps senior executivs to introduce new methods,procedures and systems that make more profitable.He is also a visiting professor of marketing at Cass Business School,City of London |
| Publisher's acknowledgements Authors'acknowledgements 1 Introduction:Payback begins here PART I:IS MARKETING PROFITABLE? 2 Marketing's midlife crisis 3 Demonstrating success 4 The laws of marketing 5 Measuring how marketing really works 6 Tracking trends and forecasting futures 7 Avoiding decision traps PART II:SOLUTIONS TO COMMON PROBLEMS 8 Expenditure allocation 9 Brand identity changes 10 Brand portfolio planning 11 Valuing brands 12 Integrated marketing communications 13 How pricing works 14 How promotions work 15 Customer equity optimization 16 Getting better value from marketing information PART III:FINANCIAL PLANNING AND CONTROL 17 The number wizard;s toolbox 18 Marketing planning 19 Better budgeting 20 Marketing bookkeeping and accounting 21 When results go wrong 22 Twenty things you'll do differently Peferences Index |
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