Marketing by the Dashboard Light

A marketing dashboard can be your catalyst for success and credibility. But where do you start? What do you include? And how do you ensure that the marketing dashboard will add to marketing's accountability? Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments gives you insight into planning, design, construction, and implementation of an effective marketing dashboard. And for those who already have one, Marketing by the Dashboard Light gives you the information you need to help retool and focus your dashboard for maximum effect.
 Marketing by the Dashboard Light features insight from interviews with CMO's from Forture 100 companies including: Allstate, Charles Schwab, McDonald's Corporation, Hewlett Packard, Wachovia, Citibank, Home Depot, Pitney Bowes, Dow Corning, General Electric, and many others.

Patrick LaPointe

Association of National Advertisers

'Selecting an Advertising Agency Factors to Consider Steps to Take'

Lundin

Most advertising and marketing executives cannot claim a mastery of advertising and marketing law; yet it is an area we deal in almost every day. Please Be Ad-Vised is considered the industry's legal reference guide for advertising and marketing professionals. It is a comprehensive and practical tool for avoiding legal blunders. In addition to summaries of dozens of legal issues, the book provides sample legal forms for everything from ownership and protection of creative work to agency-client relationships. Please Be Ad-Vised is divided into two sections: The Creative Side of Advertising which covers topics from Ownership to Handling Unsolicited Ideas, and The Business Side of Advertising and discusses the Relationship Between the Advertising Agency and its Client to Mergers, Shareholders, and Partners. Special Bonus: This new edition also includes a disk with over 20 contracts discussed in the book covering everything from Advertiser/Agency contracts to Web site development agreements to television production contracts. Other topics included are copyright and trademark infringement, working with production companies, contracts and employment agreements, rules of comparative advertising, government regulation, talent unions and negotiating with employees.

Please Be Ad-vised: The Legal Reference Guide for the Advertising Executive

Douglas J. Wood

Reference

Brand building is the heart of value creation for the 21st century corporation. The EMM Group authors have taken the mystery out of brand building and replaced it with process, metrics, and tools that any company can master. The book is designed to improve organizational and professional marketing management practices for brand value creation and enhancement. Why can these advances be adopted today? Because rapid advances in information technology now enable marketing to be engineered and measured for accountable investment in ways previously impossible. This new capability redefines the role of the marketing director in a profound way. It places him/her at the heart of the corporation's purpose-building the brand and delivering the bottom line with true accountability and the credibility not accorded the marketing function when it was perceived as an arcane art and unreliable process. This will enhance the ability if the CEO, CFO, and COO to leverage marketing to create shareholder value. Now senior management can hold marketing accountable just like other items on the P&amp;L because real metrics will be available to evaluate its progress.

The New Marketing Mission: How Process, Metrics, and Technology Can Unleash Growth

Hunter Hastings

Sat Duggal

Gordon, Wade

Best Practices in Branded Entertainment

Rich Sutton with Barbara Zack

Please Be Ad-vised (Third Edition) Most advertising and marketing executives cannot claim a mastery of advertising and marketing law; yet it is an area we deal in almost every day. Please Be Ad-vised is considered the industry's legal reference guide for advertising and marketing professionals. It is a comprehensive and practical tool for avoiding legal blunders. In addition to summaries of dozens of legal issues, the book provides sample legal forms for everything from ownership and protection of creative work to agency-client relationships. It also includes a standard contract for developing Web sites and FAST standards for interactive media. Other topics included are copyright and trademark infringement, working with production companies, contracts and employment agreements, rules of comparative advertising, government regulation, talent unions and negotiating with employees.

Please Be Ad-Vised: The Legal Reference Guide For The Advertising Executive

Wood, Douglas J.

Business

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