Looks at how to find the best marketing mix for a particular company and how to track and measure marketing activities for return on investment.
Six guidelines will help to identify and implement the best marketing mix: Set up the right scorecards; Track and analyze; Don't be afraid to experiment; Keep both brand and revenues in mind; Look over the fence; and Build a test and learn culture.
Provides managers with guidelines for determining marketing budgets and activities.
Of particular to strategic planners, CEOs, senior executives, brand managers, marketing.
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Emerald Group Publishing Limited
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