October 2020
Beginner
256 pages
7h 59m
English
book
ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing
by Jack Phillips, Frank Q Fu, Patricia Pulliam Phillips, Hong Yi
Content preview from ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing
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INDEX
Page numbers followed by f, t, and b refer to figures, tables, and boxes respectively.
Action (Level 3 of chain of impact):
about, 32–33
defining success at, 118f
designing for, 121 (See also Designing for action and impact (Step 5 of Phase 2))
desired results derived from, 179
measures of, 89
and ROI forecasting, 277, 278t
by type of marketing program, 35t
Action measures, 89
Action objectives, 123t, 128–132
Activity performance (in FACTs framework), 75
Activity-based value, 14, 16–17
Administrative support (costs of), 228t, 230
Advertising:
and activity-based value, 16
and consumer marketing, 11
US spending on, 7
Alignment (Step 1 of Phase 1), 59–82
and business needs, ...
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