"At Harrah's, we have built a very strong analytical culture that drives how we operate and market the business. Les and Edward's book provides a compelling case for marketing ROI tools and provides a roadmap for how to make it a critical part of your organization."
David Norton
Senior Vice President and Chief Marketing Officer, Harrah's
"We've long expected technology would help us find the Holy Grail -- knowing the return from investments in marketing. Profit-Driven Marketing brings that day closer with refreshingly jargon-free examples of the use of new analytical tools and especially analytical thinking. It makes a compelling case that results can (and must) be measured."
Ken Roman
Former Chairman, Ogilvy & Mather Worldwide
"It is now close to a universal truth: Marketing must be as accountable for measurable results as the rest of the organization. But achieving such accountability can be as difficult as defining creativity. Starting by underscoring the importance of the right data and smart calculations, Profit Driven Marketing: A Proven System for Maximizing Creativity, Accountability and ROI show how decision support tools, integrated processes and organizational alignment are critical to not only quantifying marketing results but also to driving change throughout the organization and profits to the bottom line. Illustrated with detailed case histories from Capital One, Kellogg's, Harrah's, and other leading organizations, Ed Landry and Les Moeller offer a tested, systematic approach for determining payback from marketing, including new media. If you think brand building is too important to waste money on, commit yourself to the strategic imperatives outlined in this valuable book today."
Nick Wreden
CEO, FusionBrand
Author, ProfitBrand: How to Increase the Profitability, Accountability and Sustainability of Brands
