A focus on how marketing performance, profitability, and strategies affect profit.
Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business.
This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing.
NEW! Show the importance of the numbers behind the strategy: Updated Metrics and Analytics Coverage. New and updated sections appear throughout this edition highlighting the importance of metrics and analytics.
NEW! Help students evaluate marketing performance: New Marketing Performance Tool. Chapter 4 contains a new marketing performance tool that was added for the new customer value methodology presented in Figure 4-17.
NEW! Cover the hottest new marketing trend: Coverage of Social Media. Social media is now pervasive in marketing, but students will need a way to evaluate its effectiveness, which is why Chapter 10 covers this subject in depth.
NEW! Show students the context: Updated Stericycle Marketing Plan. Stericycle’s 2010 financial performance and marketing profitability were updated in Chapter 16. The opening page shows how Stericycle performed relative to Fortune 500 companies with respect to Marketing ROI and Operating Income as a percent of sales. Figure 16-1 illustrates the high correlation between Stericycle Net Marketing Contribution and Operating Income from 2000 to 2010.
