Marketing Management for Non-Marketing Managers

Although marketing-related expenses are a significant portion of most organisations' budgets, it is often difficult for those with budget oversight to get a clear picture of the returns on their marketing investment.

This book offers practical ways for non-marketing managers and executives to measure and improve marketing returns.

It provides the necessary tools to correctly assess the potential of your marketing and evaluate the returns.

Topics discussed:

• Analysing marketing returns
• Marketing plan failures
• Evaluate marketing ROI
• Management of marketing investments