Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet by Rutherford, David, Knowles, Jonathan; Institute of Communication Agencies instant download

Vulcans, earthlings and marketing ROI : getting finance, marketing and advertising onto the same planet by Rutherford, David, Knowles, Jonathan; Institute of Communication Agencies instant download

1 online resource (xvi, 155 pages) :, Co-published by the Institute of Communication Agencies, Includes bibliographical references (pages 135-137) and index, Print version record, \"\"Contents\"\"; \"\"Foreword\"\"; \"\"Preface\"\"; \"\"Introduction\"\"; \"\"Part 1. Finding Common Ground\"\"; \"\"1.1 Accountability and ROI\"\"; \"\"1.2 A Trilingual Story\"\"; \"\"1.3 No Simple Answer\"\"; \"\"1.4 What Business Are You In?\"\"; \"\"1.5 Words, Words, Words\"\"; \"\"1.6 The Two Meanings of Value\"\"; \"\"1.7 Vulcans and Earthlings\"\"; \"\"1.8 Agreeing What Brands Are\"\"; \"\"1.9 Agreeing That Brands Are Valuable\"\"; \"\"1.10 Brand Equityâ€?Marketing and Advertising Version\"\"; \"\"1.11 Brand Equityâ€?Finance Version\"\"; \"\"1.12 The Idea of Utilityâ€?Removing Some Myths\"\"; \"\"1.13 The Idea of Intangible Assets\"\", \"\"1.14 Profit, Growth and Risk\"\"\"\"Part 2. Winning Hearts and Minds\"\"; \"\"2.1 What Would Emerson Say?\"\"; \"\"2.2 The Marketing Mindset\"\"; \"\"2.3 The Brand Mindset\"\"; \"\"2.4 Short- and Long-Term Roles\"\"; \"\"2.5 Choosing amongst the Possibilities\"\"; \"\"2.6 Advertising as Investment\"\"; \"\"2.7 Advertisingâ€?s Impact on Profitability\"\"; \"\"2.8 Advertisingâ€?s Long-Term Effect\"\"; \"\"2.9 The Long Term, from Another Perspective\"\"; \"\"2.10 The Erosive Effect of Not Advertising\"\"; \"\"2.11 The Value of Marketing\"\"; \"\"Part 3. Creating a Shared Accountability Culture\"\"; \"\"3.1 The Need for Teamworkâ€?Led from the Top\"\", \"\"3.2 Measurability\"\"\"\"3.3 The “Now and Laterâ€? Mindset\"\"; \"\"3.4 Defining the Causal Model\"\"; \"\"3.5 The Sales Funnel Model\"\"; \"\"3.6 The Brand Value Chain Model\"\"; \"\"3.7 What to Measure\"\"; \"\"3.8 Drilling Down\"\"; \"\"3.9 Measuring Brand Equity\"\"; \"\"3.10 Brand Valuationâ€?When to Do It\"\"; \"\"3.11 Brand Valuationâ€?How to Do It\"\"; \"\"3.12 Scorecards and Dashboards\"\"; \"\"3.13 The Unisys Example\"\"; \"\"3.14 Drawing the Strands Together\"\"; \"\"3.15 A…