ABOUT THE BOOK
Vulcans, Earthlings and Marketing ROI explains how marketers and their agencies can better communicate the value of marketing to a business audience.
Doing so requires Marketers to expose the fallacy—held by many in Finance—that customer behavior is the product of pure Vulcan-like rationality. Furthermore, they need to show Finance that appealing to the emotional or Earthling side of our nature is a reliable foundation on which to build a business.
Part 1 establishes that Finance and Marketing share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing, summarizing key research and practical experience. Part 3 outlines what it takes to demonstrate marketing accountability and profiles some techniques for framing and measuring the business impact of marketing.