The Four Pillars of Profit-Driven Marketing
IN THIS SUMMARY
Traditionally, marketers have focused on the “four Ps”: product, price, place, and promotion. Marketing spending, however, can be a large expense for companies and it is often unclear whether that spending leads to the “fifth P” – profit. In The Four Pillars of Profit-Driven Marketing, Leslie Moeller and Edward Landry focus on the application of marketing return on investment (ROI) to create profits and provide returns to company shareholders. Marketing ROI combines modern measurement technologies with organizational design concepts. This union results in optimized marketing spending and better connections with customers. The Four Pillars of Profit-Driven Marketing provides a framework with which marketers can measure the effectiveness of their campaigns and improve the return on investment.