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- Published on: 2003
- Binding: Hardcover
Most helpful customer reviews
0 of 0 people found the following review helpful.
Printing Problems
By fhaddad
This book has some printing problems, some of the pages you can't even read the text in it and it is wiped off. It is not the problem of Amazon but the printer problem
11 of 11 people found the following review helpful.
Insightful!
By Rolf Dobelli
This is a marketing book unlike any other marketing book. It is really written for financial officers. In fact, at one point, author Tim Ambler actually recommends turning responsibility for marketing metrics over to the finance department. That emphasis on a hard-nosed, bottom line orientation is novel and refreshing. Ambler recognizes that one of the biggest problems marketers inflict on themselves is their failure to establish and demonstrate that money spent on marketing really does matter to the financial performance of a business. With comprehensive attention to detail, he is careful to present most of the current thinking on how to measure the value of investments in marketing. Unfortunately, his style is dense, so much of what he says may take non-experts several readings to clarify.We are grateful that his helpful executive summary goes some way toward mitigating this problem and highly recommends his comprehensive and informative material - however, an editor as ruthless as a CFO might benefit the book's own bottom line.
1 of 3 people found the following review helpful.
Insightful!
By Rolf Dobelli
This is a marketing book unlike any other marketing book. It is really written for financial officers. In fact, at one point, author Tim Ambler actually recommends turning responsibility for marketing metrics over to the finance department. That emphasis on a hard-nosed, bottom line orientation is novel and refreshing. Ambler recognizes that one of the biggest problems marketers inflict on themselves is their failure to establish and demonstrate that money spent on marketing really does matter to the financial performance of a business. With comprehensive attention to detail, he is careful to present most of the current thinking on how to measure the value of investments in marketing. Unfortunately, his style is dense, so much of what he says may take non-experts several readings to clarify. We are grateful that his helpful executive summary goes some way toward mitigating this problem and highly recommends his comprehensive and informative material - however, an editor as ruthless as a CFO might benefit the book's own bottom line.
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