(1888PressRelease)
November 27, 2008 - "Half the money I spend on advertising is wasted; the trouble is, I don't know which half," retail guru John Wanamaker famously quipped in 1886. For years, marketers have been seeking new ways to prove and improve their marketing effectiveness and communicate their results throughout the company.
The new book by John Wiley & Sons (Asia) Pte Ltd, Marketing Calculator: Measuring and Managing Return on Marketing Investment (ISBN: 978-0-470-82395-8), allows marketers to improve their tactical and strategic decision-making and alas respond to John Wanamaker’s lament. With this book in hand, they will be able to avoid the budget cutting axe, become a critical component of corporate success and enhance their careers.
As marketing effectiveness is set to be the next battlefront in the charge to drive revenue and growth for businesses, Marketing Calculator: Measuring and Managing Return on Marketing Investment describes the steps necessary to make data-driven marketing decisions to improve results for the firm. It is also one of the only marketing books covering the topic on a global level by including a large number of specific case studies from North America, Asia, Europe and Africa- across a wide array of industries so that each of the concepts are quickly executable and directly applicable to their marketing environment.
Adds author Guy Powell, “Unlike the rest of the company, most marketing departments don’t have an infrastructure and culture of measurement to ensure continuous improvements built into their DNA. Marketing departments have been bypassed when total quality management systems were implemented in the rest of the company. Marketing must now, too, embrace these critical aspects of operational efficiency and effectiveness. In order for this to happen, a culture of measurement, metrics, continuous improvement, and accountability is a necessity.”
Marketing Calculator: Measuring and Managing Return on Marketing Investment will help readers from all levels – be they marketers, business analysts or senior executives – to understand the key issues surrounding the measurement of marketing effectiveness. Drawing from the author’s past 20 years of experience through his consulting and training activities, all of the concepts found in this book can be specifically applied to just about any company, regardless of size, industry, category, target customers or country. The book’s vast pool of case studies richly illustrates that marketing measurement and optimization is not merely a far-reaching, idealistic concept but something indeed possible in real companies all around the world.
About the Author:
Guy R. Powell has spent the last 10 years helping marketers drive strategic advantage through a clear focus on the customer supported by best in class analytics. Whether it is consumer packaged goods, high tech, financial services or just about any other industry, Guy has taken his experience from all aspects of the marketing equation, demystifying the entire topic of marketing analytics. As part of his current consulting activities he has trained and/or presented his findings and methods to thousands of marketers across the globe. His company, DemandROMI and his upcoming joint venture, iDMO Group, help marketers and businessmen take these critical concepts and implement them within his client organizations.
Guy's consulting career began ATKearney delivering strategic and tactical solutions to help companies fuel and maintain extraordinary growth. While at ATKearney he worked on a variety of wide ranging projects for both mid-tier and Global 100 companies in Europe, providing strategic assessments, business re-alignments and turn-arounds. His first book Return on Marketing Investment: Demand More From Your Marketing and Sales Investments focuses on helping business-to-business marketers develop a new way to plan, execute and communicate their results to the rest of the organization. This book focuses on all businesses - small & large, consumer and business-to-business, NGOs, OEMs and others.
Guy has an MBA from the University of Chicago and a BSEE from Lehigh University.
Table of Contents and additional information on the book is available on: http://www.wiley.com/WileyCDA/WileyTitle/productCd-047082395X.html
For more information about the book or the author, please contact:
Ms Camy Boey
Public Relations Executive, Corporate Communications
John Wiley & Sons (ASIA) Pte Ltd,
2 Clementi Loop, #02-01, S (129809)
Tel: +65 6460 4257, Fax: +65 6468 9358
Email: cboey ( @ ) wiley dot com
About Wiley
Founded in 1807, John Wiley & Sons, Inc. has been a valued source of information and understanding for 200 years, helping people around the world meet their needs and fulfill their aspirations. Since 1901, Wiley and its acquired companies have published the works of more than 350 Nobel laureates in all categories: Literature, Economics, Physiology/Medicine, Chemistry, Physics and Peace.
Our core businesses include scientific, technical, medical and scholarly journals, encyclopedias, books, and online products and services; professional/trade publishes books, subscription products, training materials, and online applications and websites; and educational materials for undergraduate and graduate students and lifelong learners. Wiley’s global headquarters are located in Hoboken, New Jersey, with operations in the U.S., Europe, Asia, Canada and Australia. The Company’s website can be accessed at http://www.wiley.com. The Company is listed on the New York Stock Exchange under the symbols JWa and JWb.
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