books
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ROI for Marketing:
Balancing Accountability with Long-Term Needs
By Robert Duboff
This is a book with a point of view about ROI (return on investment) for marketing. Each phase of my
career has contributed to the perspective. I started as a market research consultant, the craft that
still excites me most. Working with clients, I initially learned about the uniqueness of each client
(both individual and collective culture) and the importance of process. I came to appreciate that, for
all the numeric aspects of market research that originally attracted me to the job, the impact of the
work had less to do with numbers and more with the skill with which the numbers were developed
and presented.
Download a Copy of the Book.
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Market Research Matters: Tools and Techniques for Aligning Your Business
By Robert Duboff and James Spaeth
Strategic anticipation enables businesses to embrace shifts in the marketplace early on and align market research and forecasting into the structure of the business. This comprehensive book provides managers with tools they can use to align their company's market research and business planning efforts with their organization's overall business strategy and operations.
Learn more about the book on Amazon.com. |
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Customer Connections:
New Strategies for Growth
By Robert E. Wayland and Paul M. Cole
The value of a company is equal to the sum of its customer relationships – as such, managing those relationships as assets is fundamental to profitable growth. This book provides a powerful strategic model, the Value Compass, which addresses four fundamental dimensions of customer value creation and management. First, Customer Portfolio Management, focuses on how to acquire, develop and retain profitable customer relationships and how to measure their value. Second, Value Proposition Design, explains how to find profitable and sustainable positions on the customers’ value chain or total experience. The third dimension, Value Added Role, discusses the roles played in customer value creation and delivery from simple product management to more sophisticated network management. Finally, Risk and Reward Sharing, explores how various pricing, financial engineering, and contracting techniques can shape the allocation of the value and risk created in the relationship. The book contains many case studies and a discussion of how to apply the lessons to your business.
Learn more about the book on Amazon.com
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