Marketing payback : is your marketing profitable?

 Content: 1. Introduction : payback begins here --
 2. Marketing\'s midlife crisis --
 3. Demonstrating success --
 4. The laws of marketing --
 5. Measuring how marketing really works --
 6. Tracking trends and forecasting futures --
 7. Avoiding decision traps --
 8. Expenditure allocation --
 9. Brand identity changes --
 10. Brand portfolio planning --
 11. Valuing brands --
 12. Integrated marketing communications --
 13. How pricing works --
 14. How promotions work --
 15. Customer equity optimization --
 16. Getting better value from marketing information --
 17. The number wizard\'s toolbox --
 18. Marketing planning --
 19. Better budgeting --
 20. Marketing bookkeeping and accounting --
 21. When results go wrong
 Abstract:             \"If you are drowning in data yet wondering whether you sales promotions are effective, want a more reliable sales forecast or simply want to justify a marketing budget, Marketing Payback will help you to unlock the relationship between customer insight and financial foresight, and use them to your advantage.\"--BOOK JACKET