In this summary you will learn
- Why marketing matters
- What impact it has on your company’s financial performance
- Various methodologies for measuring that impact
|
Why you should read Marketing and the Bottom Line
|
| This is a marketing book unlike any other marketing book. It is really written for financial officers. In fact, at one point, author Tim Ambler actually recommends turning responsibility for marketing metrics over to the finance department. That emphasis on a hard-nosed, bottom line orientation is novel and refreshing. Ambler recognizes that one of the biggest problems marketers inflict on themselves is their failure to establish and demonstrate that money spent on marketing really does matter to the financial performance of a business. With comprehensive attention to detail, he is careful to present most of the current thinking on how to measure the value of investments in marketing. Unfortunately, his style is dense, so much of what he says may take non-experts several readings to clarify. getAbstract.com is grateful that his helpful executive summary goes some way toward mitigating this problem and highly recommends his comprehensive and informative material - however, an editor as ruthless as a CFO might benefit the book’s own bottom line. |
About the Author
|
|
Tim Ambler is a Senior Fellow at the London Business School. His previous books include Marketing from Advertising to Zen, Doing Business in China and The Silk Road to International Marketing.
|
| Overall |
 |
 (7) |
| Applicability |
|
 (8) |
| Innovation |
|
 (9) |
| Style |
|
 (6) |
Level of Expertise
(what is this?)
|
| Level |
|
(6) |
Buy the Book |
| Click here to buy the book "Marketing and the Bottom Line". If you wish to purchase 20 or more copies of the same title (not the summary, but the "real" book), please contact us at bulkorders@getAbstract.com. Make sure you include the title of the book and your phone number. |
getAbstract makes it easy for you to access the summary of Marketing and the Bottom Line any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles! |
|
