For Marketing & Advertising Professionals

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	May 16, 2005 Left Brain Marketing Planning by Shar VanBoskirk with Chris Charron, Gregory N. Flemming, Ph.D., Tenley McHarg	Average: 9  (2 ratings)

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Executive Summary

Current strategies for allocating marketing resources come up short in two respects: 1) They do little to help marketers deliver a high return on their investments and 2) they fail to account for consumers' rapidly changing behaviors and media consumption. Left Brain Marketing Planning provides a customer-based, marketer-led, data-driven way to decide which marketing resources — not just media — to invest in.

TABLE OF CONTENTS

• Planning Is Out Of Step With Customer Behavior
• The Antidote: Left Brain Marketing Planning
• Examples Of Left Brain Marketing Planning

WHAT IT MEANS

• The Impact Of Left Brain Marketing Planning
• Supplemental Material
• Related Research Documents

This is an excerpt

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