- Hardcover: 234 pages
- Publisher: ANA (October 1, 2005)
- ISBN-10: 1563180367
- ISBN-13: 978-1563180361
- Package Dimensions: 9.1 x 6.1 x 0.7 inches
- Shipping Weight: 1.3 pounds
- Average Customer Review: 4 customer reviews
- Amazon Best Sellers Rank: #1,973,725 in Books (See Top 100 in Books)
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Marketing by the Dashboard Light Hardcover – October 1, 2005
"The book's framework helps us face persistent challenges to marketers, from deficient measurement data to lack of accountability/credibility." --Gretchen Jezerc, Director, Corporate Marketing & Communications, PPG
"This books articulates issues I wrestle with daily and helps me see where our team stands on the measurement journey." --Karen Haefling, Chief Marketing Officer, KeyCorp
"...best practical guide to dashboards and marketing metrics...Every business person concerned with sources of cash flow should read it." --Tim Ambler, Senior Fellow, London Business School and author of Marketing and the Bottom Line
About the Author
Pat LaPointe is the managing partner of MarketingNPV, a management consulting firm focused on improving the financial return from marketing investments. His 20-year-plus career includes consulting with over half of the Fortune 100 and running a large sales and marketing department. His education credentials include an MBA from Stern School fo Business at New York University and a Bachelor of Commerce from McGill University (Montreal).
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Top customer reviews
I found it to be a well written book, but it is not an academic book, so there are references to products and services provided by several organizations(not limited to the author's). Despite this fact, it is very useful, it will help in the development of Dashboards for the marketing function. You will find concepts and methods in a summarized form, organized in a very rational sequence. The book is a mix of concepts to be used in developing a Dashboard for the marketing function, following a methodology that is probably practiced by the author himself and his company.
The layout of the book is well done, in my opinion is better designed than the front cover.
In some topics the reader may get the impression that they are covered in sufficient depth to serve as a teaser for the type of professional knowledge that is required to do it, so naturally the reader might just pick up the phone and call MarketingNPV.
Marketers from both large and small organizations will benefit from the book, which is well written and clearly laid out. There were some sections that offered seemingly little value to me, but others I go back to again and again. Overall a valuable asset for any marketing leader that wants to keep senior leaders on his or her side.