Marketing Metrics

Marketing Metrics
Author: Paul Farris,Neil Bendle,Phillip Pfeifer,David Reibstein
Publsiher: FT Press
Total Pages: 476
Release: 2015-08-21
ISBN: 0134086120
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Marketing Metrics Book Excerpt:

Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains: Important new coverage of intangible assets A rigorous and practical discussion of quantifying the value of information More detail on measuring brand equity A complete separate chapter on web, SEM, mobile, and "digital" metrics Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics An up-to-date survey of free metrics available from Google and elsewhere Expanded coverage of methodologies for quantifying marketing ROI The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more. For every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make. Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance.

Marketing Management

Marketing Management
Author: Philip Kotler,Kevin Lane Keller,Mairead Brady,Malcolm Goodman,Torben Hansen
Publsiher: Pearson Education
Total Pages: 889
Release: 2009
ISBN: 9780273718567
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Marketing Management Book Excerpt:

Inspired by the American ed. of same title.

Does Marketing Need Reform Fresh Perspectives on the Future

Does Marketing Need Reform   Fresh Perspectives on the Future
Author: Jagdish N Sheth,Rajendra S Sisodia
Publsiher: Routledge
Total Pages: 360
Release: 2015-01-28
ISBN: 1317472888
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Does Marketing Need Reform Fresh Perspectives on the Future Book Excerpt:

Many marketers fear that the field's time-worn principles are losing touch with today's realities. "Does Marketing Need Reform?" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.

Proceedings of the 2008 Academy of Marketing Science AMS Annual Conference

Proceedings of the 2008 Academy of Marketing Science  AMS  Annual Conference
Author: Leroy Robinson, Jr.
Publsiher: Springer
Total Pages: 341
Release: 2014-11-05
ISBN: 3319109634
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Proceedings of the 2008 Academy of Marketing Science AMS Annual Conference Book Excerpt:

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2008 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, BC, Canada.​

ROI of Social Media

ROI of Social Media
Author: Guy Powell,Steven Groves,Jerry Dimos
Publsiher: John Wiley & Sons
Total Pages: 320
Release: 2011-02-18
ISBN: 0470827440
Category: Business & Economics
Language: EN, FR, DE, ES & NL

ROI of Social Media Book Excerpt:

How to Improve the Return on Your Social Marketing Investment This book more than adequately covers this increasingly important topic, as social media begins to take its rightful place on the center stage of not just marketing but a number of business disciplines. ROI of Social Media is an excellent analysis of the current landscape. I cannot recall any book that singularly tackles ROI at this level, most media books simply give a passing reference or chapter on ROI, this is the first comprehensive study. –Larry Weber, Founder and chairman of W2 Group, Formerly of Weber Shandwick We know that for 2011 and the foreseeable future, ROI is one of the top priorities for the social media strategist at many companies, ROI of Social Media is the right book at the right time as social media strategist are needing to work the various department within the enterprise and show that the investments in social tactics and tools are a good investment. The 15 case studies contained in this book will help the social media strategist understand how global brands are successfully using social marketing to connect to their audience. –Jeremiah Owyang, Partner, Altimeter Group The ROI of Social Media is a must-read for any business looking to get the most out of their investments in social marketing. It sets the stage for marketers to interact with influencers, individuals and consumers and explains the relationships between them. This book breaks down into simple terms both "dollars" and "sense" for social marketers to live by. Fundamentals, strategies and tactics ...this book has it all. The ROI of Social Media will be the dog-eared book that sits on the corner of your desk used to prove many a point. –John Lovett, Senior Partner & Principal Consultant, Web Analytics Demystified Analytics are the core to a consistently successful marketing program. This book offers the metrics to manage social marketing programs, to measure their success, to diagnose underperforming elements, and to deliver extraordinary results. Kudos to this team of marketers in putting this essential book together. –Professor JC Larreche, InSEAD, Author of The Momentum Effect

Handbook of Business to Business Marketing

Handbook of Business to Business Marketing
Author: Lilien, Gary L.,Petersen, Andrew J.,Wuyts, Stefan
Publsiher: Edward Elgar Publishing
Total Pages: 713
Release: 2022-07-15
ISBN: 1800376871
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Handbook of Business to Business Marketing Book Excerpt:

This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.

Improve Your Marketing to Grow Your Business

Improve Your Marketing to Grow Your Business
Author: Hunter Hastings,Jeff Saperstein
Publsiher: FT Press
Total Pages: 256
Release: 2007-09-28
ISBN: 0132161621
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Improve Your Marketing to Grow Your Business Book Excerpt:

“Marketing is part art and part science. The 'art era' was ok in the 20th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer. Improve Your Marketing to Grow Your Business shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book.” –ARTURO MASSA Leading Global Marketing Executive, Fortune 500 Company How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value: Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more New insights from today's top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette How to create a marketing culture of accountability, and empower change throughout your organization Indispensable reading for every marketing leader, manager, and business strategist For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results. Discover how to integrate marketing and customer knowledge into everything your company does…leverage technology to identify breakthrough opportunities and marketable innovations…learn faster, act faster, and drive maximum value from every marketing investment you make.

Marketing Metrics

Marketing Metrics
Author: Marion Debruyne
Publsiher: Unknown
Total Pages: 39
Release: 2000
ISBN: 1928374650XXX
Category: Internet marketing
Language: EN, FR, DE, ES & NL

Marketing Metrics Book Excerpt:

Marketing Management For Non Marketing Managers

Marketing Management For Non Marketing Managers
Author: Heather Fitzpatrick
Publsiher: John Wiley & Sons
Total Pages: 352
Release: 2017-05-15
ISBN: 1937352676
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Marketing Management For Non Marketing Managers Book Excerpt:

Although marketing-related expenses are a significant portion of most organizations’ budgets, it is often frustrating for those with budget oversight to get a clear picture of the returns on their marketing investment. This engaging book offers practical ways for non-marketing managers and executives to measure and improve marketing returns. It gives you the tools you need to be able to correctly assess the potential of your marketing and accurately evaluate the returns. You’ll learn: Why market leaders achieve significantly greater returns on their marketing than others within their market. The 3 main reasons most marketing plans fail to live up to their potential, and the steps you must take to avoid these pitfalls. How to evaluate your marketing investment’s likely ROI before you invest the money. When and how to assess the financial returns of your marketing efforts. How well your own organization is performing in the management of its marketing investments. The book includes: Case studies from companies of various sizes and in a cross-section of industries, including not-for-profits 4 tests to use prior to the approval of a marketing budget A marketing performance evaluation tool to assess and improve your organization’s marketing management

Marketing Strategy and Management

Marketing Strategy and Management
Author: Michael J. Baker
Publsiher: Bloomsbury Publishing
Total Pages: 560
Release: 2017-09-16
ISBN: 1137342137
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Marketing Strategy and Management Book Excerpt:

The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.

Customer Experience in Modern Marketing

Customer Experience in Modern Marketing
Author: James Seligman
Publsiher: Lulu.com
Total Pages: 170
Release: 2012-11-01
ISBN: 1291057463
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Customer Experience in Modern Marketing Book Excerpt:

Customer Experience Management in Modern Marketing is a dynamic approach to the co-creation of value through the relationship. The book, chapter by chapter provides information, examples of how to develop and create a lasting experience for your customers

Marketing Strategies

Marketing Strategies
Author: Ashok Ranchhod,Claire Gauzente,Julie Tinson
Publsiher: Pearson Education
Total Pages: 239
Release: 2004
ISBN: 9780273651925
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Marketing Strategies Book Excerpt:

"This is an innovative textbook that adds an exciting dimension to the teaching of marketing strategy by highlighting the effects of technology and globalisation on marketing practices." Len Tiu Wright, Department of Marketing, De Montford University Finally! A book that takes a European perspective. "Marketing Strategies: A Twenty-first Century Approach "examines marketing from different angles in order to create a broader understanding of the discipline. Blending theory and practice, Ashok Ranchhod takes a radical approach. There is little discussion of the 4 PAs because strategies are often company specific. Rather, the author brings together five of the main contemporary factors affecting marketing in the twenty-first century: sustainability, ethics, market orientation, the impact of technology and globalisation. "Marketing beyond the consumer! Recognition of stakeholders and the wider responsibilities of companies - an invaluable guide to marketing theory and techniques for the twenty-first century." Paul Reilly, Commercial Director, Philips, Central Europe Geared toward undergraduate and postgraduate students, as well as practitioners, "Marketing Strategies: A Twenty-first Century Approach" offers both a philosophical and a practical approach to marketing and includes the following key features: Discussion of the changing nature of marketing and the impact of technology Analysis of the fragmentation of markets and new strategies for working within this new marketplace Insights into the stakeholder perspective Comprehensive look at how analysis and segmentation is practiced and some of the associated pitfalls Thearguments for sustainability and ethics are developed and practical ways of implementing these types of marketing strategies are explained Numerous examples of different strategies A range of cases that illustrate the arguments posed Global examples Emphasis of the holistic nature of marketing Highlights the need to understand cultural dynamics when implementing marketing strategies Consideration of how branding relationships are changing "A refreshing and critical review of marketing that challenges existing orthodoxies. By addressing the critical themes of sustainability, ethics, technology and globalisation, new perspectives of marketing are developed. The use of international cases and blend of theory and practice makes this book timely and essential for academics and practitioners." Professor Margaret Bruce, Manchester Business School A comprehensive package of supplements is available to assist students and instructors in using this book. To access Teaching Tips, Cases, PowerPoint Presentations and Links to Other Sites visit www.booksites.net/ranchhod Ashok Ranchhod is Faculty Professor in Marketing at Southampton Business School. "Ashok Ranchhod addresses the ever increasing complexity of marketing and delivers a superb text that considers the key factors which should be considered when developing a marketing strategy and provides a wealth of practical as well as theoretical advice." Peter Woolston, Head of Group Marketing, Centrica PLC

Strategic Marketing in Practice

Strategic Marketing in Practice
Author: Ashok Ranchhod
Publsiher: Routledge
Total Pages: 250
Release: 2004
ISBN: 075066195X
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Strategic Marketing in Practice Book Excerpt:

Elsevier/Butterworth-Heinemann's 2004-2005 CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually, and free online access to the MarketingOnline learning interface, it offers everything you need to study for your CIM qualification. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant, ensuring it is the definitive companion to this year's CIM marketing course. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the Coursebook * Receive regular tutorials on key topics from Marketing Knowledge * Search the Coursebook online for easy access to definitions and key concepts * Access the glossary for a comprehensive list of marketing terms and their meanings * Written by the CIM Senior Examiner for the Strategic Marketing in Practice module to guide you through the 2004-2005 syllabus * Features actual CIM case studies to enable you to develop technique with regards to analysing case material * Contains indicative answers written exclusively for this Coursebook by the Senior Examiner to enable you to practise what has been learned and help prepare for the exam

Accountable Marketing

Accountable Marketing
Author: David W Stewart,Craig T. Gugel
Publsiher: Routledge
Total Pages: 274
Release: 2016-02-05
ISBN: 1317274830
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Accountable Marketing Book Excerpt:

Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.

EBOOK Principles and Practice of Marketing

EBOOK  Principles and Practice of Marketing
Author: JOBBER, DAVID/E
Publsiher: McGraw Hill
Total Pages: 135
Release: 2016-03-16
ISBN: 0077174151
Category: Business & Economics
Language: EN, FR, DE, ES & NL

EBOOK Principles and Practice of Marketing Book Excerpt:

EBOOK: Principles and Practice of Marketing

Managing Customer Relationships

Managing Customer Relationships
Author: Don Peppers,Martha Rogers
Publsiher: John Wiley & Sons
Total Pages: 560
Release: 2004-04-28
ISBN: 0471656410
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Managing Customer Relationships Book Excerpt:

In today’s competitive marketplace, customer relationshipmanagement is critical to a company’s profitability andlong-term success. To become more customer focused, skilledmanagers, IT professionals and marketing executives must understandhow to build profitable relationships with each customer and tomake managerial decisions every day designed to increase the valueof a company by making managerial decisions that will grow thevalue of the customer base. The goal is to build long-termrelationships with customers and generate increased customerloyalty and higher margins. In Managing Customer Relationships, DonPeppers and Martha Rogers, credited with founding thecustomer-relationship revolution in 1993 when they invented theterm "one-to-one marketing," provide the definitive overview ofwhat it takes to keep customers coming back for years to come. Presenting a comprehensive framework for customer relationshipmanagement, Managing Customer Relationships provides CEOs, CFOs,CIOs, CMOs, privacy officers , human resources managers, marketingexecutives, sales teams, distribution managers, professors, andstudents with a logical overview of the background, themethodology, and the particulars of managing customer relationshipsfor competitive advantage. Here, renowned customer relationshipmanagement pioneers Peppers and Rogers incorporate many of theprinciples of individualized customer relationships that they arebest known for, including a complete overview of the background andhistory of the subject, relationship theory, IDIC(Identify-Differentiate-Interact-Customize) methodology, metrics,data management, customer management, company organization, channelissues, and the store of the future. One of the first books designed to develop an understanding ofthe pedagogy of managing customer relationships, with an emphasison customer strategies and building customer value, ManagingCustomer Relationships features: Pioneering theories and principles of individualized customerrelationships An overview of relationship theory Contributions from such revolutionary leaders as Philip Kotler,Esther Dyson, Geoffrey Moore, and Seth Godin Guidelines for identifying customers and differentiating them byvalue and need Tips for using the tools of interactivity and customization tobuild learning relationships Coverage of the importance of privacy and customer feedback Advice for measuring the success of customer-basedinitiatives The future and evolution of retailing An appendix that examines the qualities needed in a firm’scustomer relationship leaders, and that provides fundamental toolsfor embarking on a career in managing customer relationships orhelping a company use customer value as the basis for executivedecisions The techniques in Managing Customer Relationships can help anycompany sharpen its competitive advantage.

Digital Marketing

Digital Marketing
Author: Annmarie Hanlon
Publsiher: SAGE
Total Pages: 472
Release: 2022-01-29
ISBN: 1529784441
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Digital Marketing Book Excerpt:

An unbiased, balanced guide to all aspects of digital marketing planning and strategy, from social media, mobile and VR marketing to objectives, metrics and analytics.

Principles of Marketing

Principles of Marketing
Author: Gary Armstrong,Stewart Adam,Sara Denize,Philip Kotler
Publsiher: Pearson Australia
Total Pages: 601
Release: 2014-10-01
ISBN: 1486002536
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Principles of Marketing Book Excerpt:

The 6th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier and more enjoyable than ever. Today’s marketing is about creating customer value and building profitable customer relationships. With even more new Australian and international case studies, engaging real-world examples and up-to-date information, Principles of Marketing shows students how customer value–creating and capturing it–drives every effective marketing strategy. The 6th edition is a thorough revision, reflecting the latest trends in marketing, including new coverage of social media, mobile and other digital technologies. In addition, it covers the rapidly changing nature of customer relationships with both companies and brands, and the tools marketers use to create deeper consumer involvement.

Marketing Metrics in Action

Marketing Metrics in Action
Author: Laura Patterson
Publsiher: Racom Communication
Total Pages: 161
Release: 2009
ISBN: 1928374650XXX
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Marketing Metrics in Action Book Excerpt:

Talk about marketing accountability has become almost commonplace. Most marketing executives understand the need to know the numbers. The real question is, ""Which numbers?"" Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization answers those questions and addresses those problems with a balance of sound theory and technique and practical application. The author, a veteran of marketing on both ""sides""—the client side and the consultant side—explains how you need to begin by identifying the elements of the right culture. First, every company's product makeup, competitive situation, resources, and internal strengths and weaknesses differ. So do its needs for particular metrics. It is necessary to be able to identify which metrics matter to your organization's circumstances. Next it is necessary to create a culture of accountability. Everyone in the organization has to be –and be seen as being—on the same side and n the same page. Finance can't be seen as ""the enemy,"" and Sales and Marketing need work especially hard to coordinate their efforts. But this sense of accountability needs to extend from the C-Suite to the customer service and order entry people. Quality approaches and sophisticated ideas then become much more productive in the marketplace. A metrics audit will help establish where you are now, and mapping will enable you to align processes to better develop your dashboard. This book provides wise counsel for identifying which metrics matter most to your organization and practical guidance for putting all the sophisticated marketing tools to profitable use in your company.

The SAGE Handbook of Marketing Theory

The SAGE Handbook of Marketing Theory
Author: Pauline Maclaran,Michael Saren,Barbara Stern,Mark Tadajewski
Publsiher: SAGE
Total Pages: 544
Release: 2009-12-04
ISBN: 144620698X
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The SAGE Handbook of Marketing Theory Book Excerpt:

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory.