Marketing Calculator: Measuring and Managing Return on Marketing Investment

By Guy R. Powell

This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.

• Format: Paperback
• Language: English
• ISBN: 047082395X
• ISBN13: 9780470823958
• Release Date: September 2008
• Publisher: Wiley
• Length: 300 Pages
• Weight: 1.05 lbs.
• Dimensions: 9.0" x 1.0" x 6.0"

Customer Reviews

Good practical guide to marketing accountability

This book nails many of the issues that companies face in practice making their marketing accountable for money and results. His maturity model is excellent and useful to those making the journey. Unlike his Return on Marketing Investment book, which I found lightweight, this has real substance and applicability.

A Useful Overview of ROMI

Marketing Calculator provides a clear and well-organized overview of a large topic. One of the many themes that resonated with me is that it is possible to think "too big." That is, it usually will not be possible to accomplish everything you'd like to in one shot on the first attempt. Many ROMI projects can founder because they lack a realistic focus. While the book will be most useful to readers new to this topic, it will also serve as a refresher and quick reference for those with experience in this area. It includes a range of useful case studies and is very practical and "how to."

Marketing ROI and Social Media ROI are tightly coupled

I've started working with Guy on an ROI of social media marketing series and took the time to get / read his book. It's very insightful and well written and Guy knows this space pretty well. Recommended if an ROI in your marketing is what your after.

Practitioners Review

It's a good read! The book has many practical and relevant methodologies. Worth a look.