Gartner Research

Marketing Essentials: Introducing Gartner's Marketing Investment Model

Published: 30 September 2011

ID: G00214391

Analyst(s): Jennifer S. Beck

Summary

With a clear view of how all your marketing activities, from top-level branding to front-line telemarketing, work together, you can coordinate your investments for better results and show the business the value of marketing.

Table Of Contents
  • Overview

Analysis

  • Introduction
    • Challenges
    • Implications
  • Background and Context
    • Four Themes Recur in Marketing Investment Planning
    • The Marketing Investment Model Focuses on Promotional Spending
    • The Model Has Three Major Categories
  • Making the Model Work in Your Organization
    • Step 1: Populate the Model With Current-State Activities and Objectives
    • Step 2. Determine Your Investment Footprint
    • Step 3: Customize the Model to Fit Your Organization
    • Step 4: Communicate Your Findings
  • Conclusion

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