name="notes"> 1 Jonathan Gordon and Jesko Perrey, “Boosting returns on marketing investment,” McKinsey Quarterly, June 2005, http://www.mckinsey.com/insights/marketing_sales/boosting_returns_on_marketing_investment. 1 Jonathan Gordon and Jesko Perrey, “Boosting returns on marketing investment,” 2 Peter A. Pyhrr, “Zero-base budgeting,” 3 Matt Fitzpatrick and Kyle Hawke, “The return of zero-base budgeting,” 4 This is actually happening in many commoditized industries, from personal finance and airline travel to telecommunications and energy. 5 Advanced analytical approaches are required to control for external factors and isolate the business impact of marketing investments. See Chapter 6 for details. 6 The main section of this chapter is based on Tobias Karmann et al., “Budget sizing,” pp. 117–128, in 7 Kate Maddox, “Capital IQ debuts first ad campaign,” 8 In an ideal world, you should measure and manage effective share of voice (i.e., the 9 John Philip Jones, “Ad spending: maintaining market share,” 10 YCharts, “Who spends more on ads – Apple or Microsoft? Another lesson in quality vs. quantity,” 11 According to Interbrand, Apple is the most valuable brand in the world, currently valued at USD 170 million http://interbrand.com/best-brands/best-global-brands/2015/ranking/ (retrieved 28 December 2015). 12 Glen L. Urban, “Direct assessment of consumer utility functions: von Neumann-Morgenstern utility theory applied to marketing,” MIT Working Paper 843-76, January 1977.
