Top marketers today don’t shy away from financial accountability. In fact, they actively seek to account for the return on their companies’ investments in marketing - because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor’s mindset, and it deals with the most pressing marketing performance questions:    How much should you spend on marketing? How should you allocate your budget to brands or business units? What is the best instrument mix to achieve your marketing objectives? Which tools, solutions, and service providers do you need to get it done? Which capabilities should you build to make sure the impact sticks?   This isn’t a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight. Drawing on our experience as consultants to the world’s leading marketers, we bring you a wealth of proven success factors and real-life case studies. We won’t give you all the details on marketing operations in this book. Instead, we focus on the ten things you need to get right to drive marketing performance and grow your business.   Thomas Bauer, Munich Tjark Freundt, Hamburg Jonathan Gordon, New York Jesko Perrey, Düsseldorf Dennis Spillecke, Cologne

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