Marketing through search optimization : how to be found on the Web / 2nd ed.

作者：  Alex Michael and Ben Salter.

出版社：

简介：　　"This new book addresses perhaps today's biggest opportunity for professional meeting planners: measuring performance and return on investment. It provides details, examples, tools, templates, and many techniques to help capitalize on this opportunity and truly elevate the conversation. It is organized in an easy-to-understand, step-by-step process. Jack, Terri, and Patti have done an excellent job in presenting a complex subject in simple terms. MPI is pleased to support this book as a continuing effort to make our members more successful business partners within their organizations." Bruce M. MacMillan, President/CEO, Meeting Professionals International "Although associations generally have an appreciation for the value of conferences and meetings, a tool that can prove the financial viability of meetings will greatly enhance their perceived value, for both the organization and its members. This book spells out in a clearly defined process, what and how to report a quantifiable return on investment for meetings. If put into practice, the ROI Methodology can help an organization identify which meetings are most valuable, which might need a tune-up, and which have outlived their usefulness. This information supports an association's goals of sustaining financial stability and growth, while serving the needs of its members. This book is a must-read for anyone responsible for the development and/or execution of meetings." John H. Graham, CAE, President and CEO ASAE & The Center for Association Leadership "This groundbreaking new book provides details, tools, templates, and many techniques to help capitalize on the opportunity to truly elevate the conversation of measuring the return on investment for meetings and events. It is organized in an easy-to-understand, step-by-step format and gives the reader authentic examples of proven ways in which the ROI Methodology has been used to provide substantial value to meetings and events across the globe. It shows how to calculate the ROI from all perspectives-participants, sponsors, exhibitors, and organizers. It is essential reading for every professional involved in meetings and events." Deborah Sexton, President and CEO, PCMA and PCMA Education Foundation 　　 　　 　　 "This new book addresses perhaps today's biggest opportunity for professional meeting planners: measuring performance and return on investment. It provides details, examples, tools, templates, and many techniques to help capitalize on this opportunity and truly elevate the conversation. It is organized in an easy-to-understand, step-by-step process. Jack, Terri, and Patti have done an excellent job in presenting a complex subject in simple terms. MPI is pleased to support this book as a continuing effort to make our members more successful business partners within their organizations." 　　Bruce M. MacMillan, President/CEO, Meeting Professionals International 　　 　　"Although associations generally have an appreciation for the value of conferences and meetings, a tool that can prove the financial viability of meetings will greatly enhance their perceived value, for both the organization and its members. This book spells out in a clearly defined process, what and how to report a quantifiable return on investment for meetings. If put into practice, the ROI Methodology can help an organization identify which meetings are most valuable, which might need a tune-up, and which have outlived their usefulness. This information supports an association's goals of sustaining financial stability and growth, while serving the needs of its members. This book is a must-read for anyone responsible for the development and/or execution of meetings." 　　John H. Graham, CAE, President and CEO ASAE & The Center for Association Leadership 　　 　　"This groundbreaking new book provides details, tools, templates, and many techniques to help capitalize on the opportunity to truly elevate the conversation of measuring the return on investment for meetings and events. It is organized in an easy-to-understand, step-by-step format and gives the reader authentic examples of proven ways in which the ROI Methodology has been used to provide substantial value to meetings and events across the globe. It shows how to calculate the ROI from all perspectives-participants, sponsors, exhibitors, and organizers. It is essential reading for every professional involved in meetings and events." 　　Deborah Sexton, President and CEO, PCMA and PCMA Education Foundation