How to Demonstrate Marketing's Profitability
Robert ShawCass Business School, City of London
When it comes to deciding where to spend your marketing budget, and how much is needed in total, blind faith seems to win over reason. This unsatisfactory state of affairs causes strong disagreements over such diverse issues as agency remuneration, media-neutral planning, production costs, call-centre staffing, sales promotion versus everyday low prices, and sales-bonus schemes.
In my work with marketing and finance professionals I have found methods and practices that provide practical solutions to the problem of marketing profitability and this article introduces them.
UNCLEAR OBJECTIVES AND...