The Author Provides A Model Based On The Most Basic And Most Important Management Principle: Test And Measure. He Shows How To Apply That Model To All Forms Of Marketing - From Hard-numbers-based Crm And Other Kinds Of Data-driven Marketing To All Different Kinds Of Softer-side Sales Promotion And Image Advertising. Tests And Measures Of These Different Marketing Forms Are Used To Establish The Acpo (allowable Cost Per Order), Which Drives Assessments Of Marketing Efficiency And Profitability For All Kinds And Types Of Programs, From Single Offers To Continuity Programs To Upsell And Cross-sell Efforts.--book Jacket. A Note About Using The Accountable Marketing Templates -- 1. Understanding The Economics Of The Marketing Continuum -- 2. Understanding Allowable Cost Per Order (acpo) -- 3. The Importance Of Customer Focus -- 4. Customer Relationship Management -- 5. The Economics Of Different Direct Selling Sequences -- 6. Complex Products And Services : Their Special Characteristics And Economics -- 7. Using Incentives To Stimulate And Enhance Sales And For Crm -- 8. Testing And Archiving : The Foundation Stones For Marketing Improvement -- 9. Promotional Planning And Control -- 10. Strategic Planning For Accountability -- 11. Postscript : The Future Is Accountable Marketing. By Peter J. Rosenwald. Racom Communications. Includes Bibliographical References And Index. System Requirements For Accompanying Cd-rom: Windows Or Mac; Excel.

Accountable Marketing: The Economics of Data-Driven Marketing (with CD-ROM)

Rosenwald, Peter J., Consultant, Racom Communications

by Peter J. Rosenwald

[Chicago, Ill.]: AMA ; New York, NY: Thomson

Recording for the Blind & Dyslexic

Cengage South-Western

Racom Communications

Texere

United States, United States of America

Princeton, N.J, 2005

London, 2004

1, PT, 2004

Includes bibliographical references and index.
"Racom Communications."

Businesses are increasingly concerned about measurability and accountability - particularly in the area of marketing. Executives and managers are searching for reliable methods to ensure that they are getting more out of their marketing efforts, as well as for ways to continue successful operations. If you could differentiate between your best customers, your marginal customers and your worst customers, would you spend your marketing monies the way you do today? If you're like most marketers, you would not. Then get yourself a copy of Accountable Marketing, and together with its CD of 35 Interactive Templates, discover how to concentrate your marketing expenditures for greater profits.

[In this book,] the author provides a model based on the most basic and most important management principle: test and measure. He shows how to apply that model to all forms of marketing - from "hard-numbers"--Based CRM and other kinds of data-driven marketing to all different kinds of "softer-side" sales promotion and image advertising. Tests and measures of these different marketing forms are used to establish the ACPO (Allowable Cost Per Order), which drives assessments of marketing efficiency and profitability for all kinds and types of programs, from single offers to continuity programs to upsell and cross-sell efforts.-Dust jacket

Businesses are increasingly concerned about measurability and accountability, particularly in the area of marketing. This text offers a thorough treatment of measurable marketing.

xxv, 336 p. : 24 cm. +
"Racom Communications."
Includes bibliographical references and index

2023-06-28