The Right Tools

Gow, Glenn
May 2007
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p32
Putting the proper tools in your sales force tool kit is only the beginning of effective selling based on return on investment (ROI). This article outlines a disciplined approach to creating ROI tools, then using marketing support and a sales process to set you apart from your competition. ROI success begins with a commitment from sales and marketing management to build, promote, and develop the ROI product and then train the organization in the nuances of financial decision making.


Related Articles

  • A Framework To Innovation In Marketing Management By Utilizing Business Intelligence. Damirchi, Ghader Vazifeh; Shafai, Javad // Interdisciplinary Journal of Contemporary Research in Business;Jun2011, Vol. 3 Issue 2, p1643 

    In this paper while introducing market management processes, significant necessity of innovation and creativity in these processes for competing in current global trading is discussed. Furthermore, BI definitions from different authors' point of view and BI principles and characteristics is...

  • From the editor. Neal, Carolyn P. // Marketing Management;May/Jun2007, Vol. 16 Issue 3, p2 

    The article presents a letter from the editor of "Marketing Management" concerning the May 2007 issue. The issue focuses on the ways that marketing managers can assess the value of marketing strategies and tactics in terms of their return on investment. The only way that marketing will be taken...

  • Les caractéristiques de l'acte d'achat et la logique du maketing amont. Fenneteau, Hervé // Recherche et Applications en Marketing (AFM c/o ESCP-EAP);1992, Vol. 7 Issue 3, p45 

    Research has shown that similarities between buying and selling guarantee the relevance of the marketing approach to purchasing. However, the peculiarities of the buying act influence the buyer marketing procedures. Action strategies must include not only efforts to adapt to a supplier's...

  • La sensibilité du consommateur à la promotion des ventes : de la naissance à la maturité. Froloff, Laurence // Recherche et Applications en Marketing (AFM c/o ESCP-EAP);1992, Vol. 7 Issue 3, p69 

    Deal proneness is a variable which arouses more and more interest in the literature. But most researchers have not explicitly defined it. Instead they move quickly to their operationalization of the concept. Definitions are missing today. Therefore we have tried to propose our own definition of...

  • How to Think, Not What to Think. Grapentine, Terry // Marketing Management;Winter2012, Vol. 21 Issue 4, p45 

    The article focuses on the groundwork to help "Marketing Management" readers understand why and how selected principles from philosophy of science can enhance effectiveness of decision-making. It mentions examples on how to use scientific reasoning to decision-making from the book, such as the...

  • Evaluating ROI of a sponsorship program. Ukman, Lesa // Marketing News;8/26/96, Vol. 30 Issue 18, p5 

    The article discusses ways of measuring return on investment of a corporate sponsorship as a marketing strategy. The tendency is to define new media in terms of the old, and to date most evaluation of sponsorship has been in terms of media equivalencies: tallying up the free coverage a...

  • CONCEPTUALIZATION OF THE EFFECTIVENESS OF MARKETING TOOLS. DaukŠevičiūtė, Irena; Valainis, Aivaras; Vilkaitė, Neringa // Intellectual Economics;Jun2011, Vol. 5 Issue 2, p200 

    The measurement of the effectiveness of marketing tools is the utmost gap in surveys of mosaic of marketing effectiveness. Research in this field proposes a wide range of possibilities to measure the effectiveness of marketing tools, nevertheless, measurement of its elements (return and cost of...

  • Explanations for Successful and Unsuccessful Marketing Decisions: The Decision Maker's Perspective. Curren, Mary T.; Folkes, Valerie S.; Steckel, Joel H. // Journal of Marketing;Apr92, Vol. 56 Issue 2, p18 

    The authors investigate the attributional processes involved in marketing planning. Using MARKSTRAT, a marketing simulation game, as a research setting, they find that decision makers are likely to have self-serving biases in their causal attributions for performance. The attributions are...

  • How Marketers Can Personalize at Scale. Ariker, Matt; Heller, Jason; Diaz, Alejandro; Perrey, Jesko // Harvard Business Review Digital Articles;11/23/2015, p2 

    The article discusses how marketers can personalize their marketing strategies, including the integration of data discovery, automated decision making and content distribution.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics