Accountable marketing
Subtitle: the economics of data-driven marketing
By: by Peter J. Rosenwald.
Contributors: Racom Communications.
Publisher: AMA; Thomson; South-Western Educational Pub
Published: 2004
Place of publication: [Chicago, Ill.]; New York, NY
Language: eng
Number of pages: 336
Subjects: Marketing -- Management.; Marketing -- Cost effectiveness.; Marketing.
Description: "The author provides a model based on the most basic and most important management principle: test and measure. He shows how to apply that model to all forms of marketing - from "hard-numbers"-based CRM and other kinds of data-driven marketing to all different kinds of "softer-side" sales promotion and image advertising. Tests and measures of these different marketing forms are used to establish the ACPO (Allowable Cost Per Order), which drives assessments of marketing efficiency and profitability for all kinds and types of programs, from single offers to continuity programs to upsell and cross-sell efforts."--BOOK JACKET.
Notes: Includes bibliographical references and index.
"Racom Communications."