Customer Reviews

Marketing and the Bottom Line (2nd Edition)

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I was disappointed in this book first by the quality of the binding. By the end of the book I had a half dozen loose pages falling out from the low quaity of the binding.

My second disappointment was the actual content. The case studies appeared as 5th generation photo-copies and were barely readable. The writing style was rambling and didn't bring much of anything useful to light until near the book's end.

Overall, a near waste of reading time.

This book has some printing problems, some of the pages you can't even read the text in it and it is wiped off. It is not the problem of Amazon but the printer problem

This is a marketing book unlike any other marketing book. It is really written for financial officers. In fact, at one point, author Tim Ambler actually recommends turning responsibility for marketing metrics over to the finance department. That emphasis on a hard-nosed, bottom line orientation is novel and refreshing. Ambler recognizes that one of the biggest problems marketers inflict on themselves is their failure to establish and demonstrate that money spent on marketing really does matter to the financial performance of a business. With comprehensive attention to detail, he is careful to present most of the current thinking on how to measure the value of investments in marketing. Unfortunately, his style is dense, so much of what he says may take non-experts several readings to clarify. We are grateful that his helpful executive summary goes some way toward mitigating this problem and highly recommends his comprehensive and informative material - however, an editor as ruthless as a CFO might benefit the book's own bottom line.