Improving Marketing ROI: Leading CMOs on Adding Value, Calculating Return on Investments, and Creating a Financial Impact

Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world's most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book. Chapters Include: 1. Carroll Rogé, Corporate Director, Marketing, East Texas Medical Center, Regional Healthcare System - "The Quest for Improved ROI in Not-for-Profit Health Care Marketing"; 2. Holly Heckathorne, Vice President, Rewards Marketing, Advanta Bank Corp. - "A View from the Credit Card Industry"; 3. Ron Beck, Manager, Marketing, Wheeling-Nisshin Inc. - "Know Your Customer"; 4. Estreilla Jessica Zulch, Vice President, Marketing, PowerLight Corporation - "Marketing and the Art of Acceleration"; 5. Clara B. Boza, Chief Marketing Officer, Kirkpatrick & Lockhart Nicholson Graham LLP - "Marketing Legal Services"; 6. Alan MacDonald, Vice President, Marketing and Public Relations, Click Wine Group - "Standing Out in a Crowded Marketplace"; 7. Beth Fisher, Former Managing Director, Tarragon Corporation - Creating Value for "Luxury Residential Real Estate Developments"; 8. Roseann Harrington, Vice President, Marketing, Communications, and Community Relations, Orlando Utilities Commission - "Marketing in a Dynamic Marketplace"; 9. J. Kevin Bokeno, Vice President, Public Relations and Marketing, Wake Forest University Baptist Medical Center - "Thoughts on the Evolution of Health Care Marketing"; 10. Cameron Gowans, Chief Marketing Officer, Flight Options LLC - "Safety, Service, and Profitability"; 11. Thomas M. Mills, Vice President, Marketing and Business Development, Severn Trent Services - "Maximizing Your B2B Marketing Program"; 12. Linda Hecht, Director of Marketing, ESRI - "Reaching the World with Your Message"; 13. David T. Scott, Chief Marketing Officer, Intermec Technologies Corporation - "Deciding Where You Are and Where You Want to Be"; 14. Michelle R. Davis, Vice President, Marketing and Public Affairs, Children's Hospital Boston - "Improving Marketing Results in a Hospital"; 15. Howard Tong, Vice President, Marketing, Newegg Inc. - "Knowing and Effectively Communicating with Your Audience".