Return On Ideas Report

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Paper on Marketing ROI - the process of great marketing and how finance can prove your value.

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page 39

Appendix ACase study organisations

A key aspect of the project was to explore how companies actually use these methods in practice. We amassed information from over 100 organisations during an investigative research programme from 1997 to 2007.

Managers in these organisations shared with us their working practices, invited us to internal planning and review meetings, showed us plans, budgets, analyses, models and tools, and they talked candidly about what worked effectively and what didn’t.

We have also reviewed published case study papers about some organisations. While the specific individual findings are commercially confidential, many recurrent themes emerged that are described in this paper. The following organisations have provided helpful information as inputs to our research:

3MAge ConcernArriva BusesATS EuromasterAutoglass®

BakersBarclaysMolson Coors Brewing CompanyBDO Stoy HaywardBlack & Decker®

BOC (The Linde Group)The Body ShopBoehringer IngelheimBCA (Book Club Associates)BootsBPBritish AirwaysBritish GasBT (British Telecom)Britvic Soft DrinksBUPACPP (Card Protection Plan)CastrolThe Children’s SocietyClarke WillmottColgate-PalmoliveCumbria Tourist BoardDiageoDirect LineDisneyDow ChemicalsEastern GroupEnglish HeritageFirst Choice Ford

GeestGeoPostGuinness®

HalfordsHall & WoodhouseHeineken®

Hewlett PackardHBOSHSBCIBMIMIInbevIntel®

Inland RevenueKerry FoodsKodakKraftLancashire & Blackpool TourismLittlewoods Shop Direct GroupLiverpool Victoria Friendly Society LtdMagnetMarks & SpencerMarsh LtdMcDonaldsMicrosoftMonsantoNatWestNestleNextNokiaNorthern Ireland OfficeNorwich UnionOrange Pauls Agriculture PerkinElmer

Post Office®

PowergenProcter & GambleRHMRoyal MailRSM Robson RhodesSABMillerSamsungScottish EnterpriseScottish National Blood Transfusion ServiceScottish & NewcastleScottishPowerScottish WidowsShellSilentnight bedsSkandiaSmith & NephewStandard LifeThe Stoves GroupSuperdrugSyngentaTescoTetleyThameslinkTravelocityTupperware®

Ty.phooUnibondUnileverUnited Biscuits University of DundeeVodafoneWest Midlands MuseumsWest of Scotland Cancer Awareness

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© Robert Shaw, licensed to The Direct Marketing Association, The Chartered Institute of Management Accountants and The Chartered Institute of Marketing

The mark of responsible forestrySGS-COC-005502

1996 Forest Stewardship Council A.C.

www.return-on-ideas.com

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