Book review : Marketing calculator
October 2nd, 2011
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Measuring and managing return on marketing investment, that’s the promise of the book from Guy R. Powell. A famous quote in marketing is : Half of my advertising is wasted; I just don’t know which half (John Wannamacher). Indeed, how many marketing initiative are rigorously evaluated? No doubt price cuts increase volumes, but how often does it to improve the top line, not even talking about the bottom line. This book is about putting some analytics in marketing and knowing the truth.