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Marketing Effectiveness
Applying Marketing Science for Brand Growth
Understand how to apply marketing science to increase brand effectiveness and growth.
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EAN: 9781398621053
Edition: 1
Published:
Format: 234 x 156
264 pages
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About the book
Looking to boost your marketing impact by mastering measurable effectiveness across all channels?
Marketing Effectiveness is a practical guide tailored for mid-career marketers ready to develop strategic frameworks that deliver quantifiable growth, written by leading marketing practitioner Sorin Patilinet. Drawing on cutting-edge science and advanced analytics, this book offers actionable tools to implement and optimize marketing strategies based on robust, evidence-driven insights.
You'll learn how to:
- Apply principles of marketing effectiveness beyond ROI to all marketing mix elements
- Develop data-driven decision-making frameworks that fuel sustainable growth
- Leverage neuroscience and machine learning to deepen customer understanding
- Explore real-world examples from Snickers, Warby Parker and Uber Eats
- Prepare for AI's evolving role in enhancing marketing measurement and strategy
Packed with detailed chapters and expert guidance, this book equips you to lead with confidence and elevate your career by driving measurable marketing success.
Themes include: Marketing effectiveness, data-driven strategy, neuroscience in marketing, AI in analytics, decision-making frameworks, career development
About the authors
Sorin Patilinet is the Senior Director of Marketing Effectiveness at Mars based in Brussels, Belgium. His initiatives such as the innovative AVI and ACE effectiveness measurement systems have earned industry recognition from prestigious organizations including WARC, ANA and WFA. As a keynote speaker at renowned industry events including Cannes, WFA, ANA, Mad//fest, Festival of Marketing, Possible, and ARF, and as a regular guest lecturer at Wharton Business School and other universities in Europe, he plays a crucial role in shaping the future of marketing and inspiring the next generation of marketers.
- Sorin deeply explores the intersection of science and creativity within marketing, demonstrating how a data-driven approach can enhance business impact. By complementing this evidence-based approach with diverse perspectives from industry leaders, this book unpacks the nuances of marketing effectiveness, from strategy formulation to execution across various channels.
- Jane Wakely, EVP Pepsico, Chief Consumer and Marketing Officer, and Chief Growth Officer for PepsiCo’s International Foods
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