Thomas Bauer

Jesko Perrey

Dennis Spillecke

Tjark Freundt

Jonathan Gordon

Drive marketing ROI with an investor's mindset and a proven toolkit Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions. This isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight. Learn how to: Increase sales with smarter fund allocation Reduce marketing costs without sacrificing effectiveness Strengthen the role of marketing with quantified ROI Build capabilities for sustainable performance improvements Marketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business.

How Marketers Drive Profitable Growth

Marketing Performance

Nils Liedtke

Sascha Lehmann

Orientierung durch Marken Nie war die Vielfalt der Produkte, Werbebotschaften und Vertriebskanäle so groß wie heute. Für Verbraucher bringt diese Vielfalt enorme Vorteile – riesige Auswahl, persönliche Ansprache, maximale Bequemlichkeit. Aber viele fühlen sich von der wachsenden Vielfalt auch überfordert. Deshalb sind Marken als feste Größen heute wichtiger denn je. Mega-Macht Marke liefert die Konzepte, die Marken-Macher brauchen, um Verbrauchern im multioptionalen Zeitalter Orientierung zu bieten und sie bei ihren Entscheidungen optimal zu unterstützen. Die Autoren bringen in dieser grundlegend überarbeiteten Neuauflage ihren vielfach bewährten Markenführungsansatz unter Berücksichtigung aktueller Studien auf den neuesten Stand. Außerdem lassen sie Praktiker und Pioniere aus vielen Branchen ausführlich zu Wort kommen, von Volvo Cars über Douglas und Beiersdorf bis zu About You. MegaMachtMarke@mckinsey.com

Bleibende Werte in wechselvollen Zeiten

Mega-Macht Marke

Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field: New research on the evolution of brand relevance - both in B2C and B2B. Two modular additions to the proven brand purchase funnel framework. All-new chapters on brand delivery, MROI, and digital brand management. Dozens of new case studies - from insights generation to brand promise definition. Six new in-depth interviews with distinguished international brand managers.

Measuring, Making, and Managing Brand Success

Power Brands

Tjark Freundt

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