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Synopsis
A must-read for all marketing and advertising professionals and for all procurement pros who touch the marketing space! Authored by Gerry Preece, ex-head of marketing procurement for the world’s largest advertiser and by Russel Wohlwerth, an ex-agency executive who is now one of the industry’s most respected consultants, this book hits the “marketing procurement dilemma” head on. Preece and Wohlwerth deliver a punchy, concise, clear-minded assessment of the problem and offer straightforward solutions. They establish a sharp focus on the often-misidentified central problem, explain specifically why and how the marketing space truly is unique, and clearly spell out the implications for procurement. They prescribe four things procurement must do to succeed in the world of marketing. Those four solutions are market-proven. They work. This short, densely packed book makes the compelling case that marketing is not a cost to be minimized, but rather an investment to be maximized. And it goes far beyond that, providing insights into how procurement professionals think, explaining why it doesn’t work to simply tell procurement pros that “marketing is different,” and offering ideas on how to build an effective marketing procurement organization.If you’re an agency leader, a CMO, or a brand marketer, this book will empower you to influence how procurement approaches the space, thus enabling you to deliver better marketing work. If you’re a CFO, this book will give you clear insights into how to properly leverage procurement to improve marketing ROI. And if you’re a Chief Procurement Officer or a marketing procurement professional, you’ll discover a powerful road map that will maximize your bottom line performance and results.
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Présentation de l'éditeur
A must-read for all marketing and advertising professionals and for all procurement pros who touch the marketing space! Authored by Gerry Preece, ex-head of marketing procurement for the world’s largest advertiser and by Russel Wohlwerth, an ex-agency executive who is now one of the industry’s most respected consultants, this book hits the “marketing procurement dilemma” head on. Preece and Wohlwerth deliver a punchy, concise, clear-minded assessment of the problem and offer straightforward solutions. They establish a sharp focus on the often-misidentified central problem, explain specifically why and how the marketing space truly is unique, and clearly spell out the implications for procurement. They prescribe four things procurement must do to succeed in the world of marketing. Those four solutions are market-proven. They work. This short, densely packed book makes the compelling case that marketing is not a cost to be minimized, but rather an investment to be maximized. And it goes far beyond that, providing insights into how procurement professionals think, explaining why it doesn’t work to simply tell procurement pros that “marketing is different,” and offering ideas on how to build an effective marketing procurement organization. If you’re an agency leader, a CMO, or a brand marketer, this book will empower you to influence how procurement approaches the space, thus enabling you to deliver better marketing work. If you’re a CFO, this book will give you clear insights into how to properly leverage procurement to improve marketing ROI. And if you’re a Chief Procurement Officer or a marketing procurement professional, you’ll discover a powerful road map that will maximize your bottom line performance and results.
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- ÉditeurBuckdale Publishing
- Date d'édition2013
- ISBN 10 0985442743
- ISBN 13 9780985442743
- ReliureBroché
- Langueanglais
- Nombre de pages84
- Coordonnées du fabricantnon disponible
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Buying Less for Less: How to avoid the Marketing Procurement dilemma
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ISBN 13 : 9780985442743
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Buying Less for Less: How to avoid the Marketing Procurement dilemma
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ISBN 10 : 0985442743
ISBN 13 : 9780985442743
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Buying Less for Less: How to avoid the Marketing Procurement dilemma
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ISBN 10 : 0985442743
ISBN 13 : 9780985442743
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Buying Less for Less: How to avoid the Marketing Procurement dilemma
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ISBN 13 : 9780985442743
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Buying Less for Less: How to avoid the Marketing Procurement dilemma
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ISBN 13 : 9780985442743
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Buying Less for Less: How to avoid the Marketing Procurement dilemma
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ISBN 13 : 9780985442743
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Wohlwerth, R: BUYING LESS FOR LESS
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Taschenbuch. Etat : Neu. Neuware - A must-read for all marketing and advertising professionals and for all procurement pros who touch the marketing space! Authored by Gerry Preece, ex-head of marketing procurement for the world's largest advertiser and by Russel Wohlwerth, an ex-agency executive who is now one of the industry's most respected consultants, this book hits the 'marketing procurement dilemma' head on. Preece and Wohlwerth deliver a punchy, concise, clear-minded assessment of the problem and offer straightforward solutions. They establish a sharp focus on the often-misidentified central problem, explain specifically why and how the marketing space truly is unique, and clearly spell out the implications for procurement. They prescribe four things procurement must do to succeed in the world of marketing. Those four solutions are market-proven. They work. This short, densely packed book makes the compelling case that marketing is not a cost to be minimized, but rather an investment to be maximized. And it goes far beyond that, providing insights into how procurement professionals think, explaining why it doesn't work to simply tell procurement pros that 'marketing is different,' and offering ideas on how to build an effective marketing procurement organization.If you're an agency leader, a CMO, or a brand marketer, this book will empower you to influence how procurement approaches the space, thus enabling you to deliver better marketing work. If you're a CFO, this book will give you clear insights into how to properly leverage procurement to improve marketing ROI. And if you're a Chief Procurement Officer or a marketing procurement professional, you'll discover a powerful road map that will maximize your bottom line performance and results. N° de réf. du vendeur 9780985442743
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Buying Less for Less: How to avoid the Marketing Procurement dilemma
Edité par
Buckdale Publishing, 2013
ISBN 10 : 0985442743
ISBN 13 : 9780985442743
Ancien ou d'occasion
Couverture souple
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Etat : Very Good. Item in very good condition! Textbooks may not include supplemental items i.e. CDs, access codes etc. N° de réf. du vendeur 00076319452
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