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Download or read book Advertising Measurement and Decision Making written by and published by . This book was released on 1968 with total page 134 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Patrick J. Robinson
Publisher :
ISBN 13 :
Total Pages : 103 pages
Book Rating : 4.:/5 (854 download)
Download or read book Advertising measurement and decision making. ed. by r written by Patrick J. Robinson and published by . This book was released on 1968 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Patrick J. Robinson
Publisher :
ISBN 13 :
Total Pages : 97 pages
Book Rating : 4.:/5 (63 download)
Download or read book Advertising measurement and decision making written by Patrick J. Robinson and published by . This book was released on 1969 with total page 97 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Neil Bendle
Publisher : FT Press
ISBN 13 : 0136755313
Total Pages : 710 pages
Book Rating : 4.1/5 (367 download)
Download or read book Marketing Metrics written by Neil Bendle and published by FT Press. This book was released on 2020-08-23 with total page 710 pages. Available in PDF, EPUB and Kindle. Book excerpt: Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more Apply web, online, social, and mobile metrics more effectively Build models to optimize planning and decision-making Attribute purchase decisions when multiple channels interact Understand the links between search and distribution, and use new online distribution metrics Evaluate marketing's impact on a publicly traded firm's financial objectives Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task—and capture data that's valid, reliable, and actionable.
Author : John A. Davis
Publisher : Wiley
ISBN 13 : 9781118153741
Total Pages : 320 pages
Book Rating : 4.1/5 (537 download)
Download or read book Measuring Marketing written by John A. Davis and published by Wiley. This book was released on 2013-02-11 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Evaluating marketing performance and decision making more fairly Marketing has long been considered an art and not a science, but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed. In Measuring Marketing: 103 Key Metrics Every Marketer Needs, Second Edition, one of the world's leading experts in the field presents the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and increase their accountability for their strategies and activities. This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when. Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately Measuring marketing success is difficult, but this book shows what and when to assess Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies The first book to address growing demands that marketers be accountable for their strategies and decisions, Measuring Marketing explains how to assess marketing success in more meaningful ways.
Author : Bertram Schoner
Publisher : Huntington, N.Y. : R.E. Krieger Pub.
ISBN 13 :
Total Pages : 616 pages
Book Rating : 4.:/5 (321 download)
Download or read book Marketing Research written by Bertram Schoner and published by Huntington, N.Y. : R.E. Krieger Pub.. This book was released on 1981 with total page 616 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Donald P. Roy
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.8/5 (233 download)
Download or read book Marketing Metrics written by Donald P. Roy and published by . This book was released on 2023-08-08 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Metrics: A Guide to Measuring Marketing Performance for Decision-Making provides students with the skills and strategies they need to effectively assess the efficacy of marketing initiatives. With this knowledge, future marketers are well-equipped to speak to impact of marketing activities, make recommendations, and influence the trajectory of business decisions within their company or organization. The book introduces metrics and related topics involved in measuring marketing performance. Opening chapters provide readers with an introduction to marketing metrics and describe the different sources of data available to marketers. Additional chapters address metrics that gauge the health of a firm's marketing function, such as growth rate, market share, relative market share, and net promoter score, as well as the relationships between price, costs, and profit. Students learn how to evaluate customer relationships, how marketing efforts can affect sales, and the ins and outs of online marketing, e-commerce, and email marketing. The topics of social media marketing, Google Analytics, and practices and technology tools for presenting information are included. Throughout the text, students learn how to calculate metrics and then how to convert that data into valuable knowledge and powerful decision-making. Developed to provide future marketing professionals with a foundational guide to assessment, Marketing Metrics is an ideal textbook for courses and programs in marketing and advertising.
Author : Guy R. Powell
Publisher : John Wiley & Sons
ISBN 13 : 1118507827
Total Pages : 304 pages
Book Rating : 4.1/5 (185 download)
Download or read book Marketing Calculator written by Guy R. Powell and published by John Wiley & Sons. This book was released on 2012-08-22 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.
Author : Gary L. Lilien
Publisher : HarperCollins Publishers
ISBN 13 :
Total Pages : 904 pages
Book Rating : 4.4/5 (91 download)
Download or read book Marketing Decision Making written by Gary L. Lilien and published by HarperCollins Publishers. This book was released on 1983 with total page 904 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : William F. O'Dell
Publisher :
ISBN 13 :
Total Pages : 372 pages
Book Rating : 4.3/5 (97 download)
Download or read book Marketing Decision Making written by William F. O'Dell and published by . This book was released on 1979 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: Includes index.
Author : Rajagopal
Publisher : IGI Global
ISBN 13 : 1466640952
Total Pages : 274 pages
Book Rating : 4.4/5 (666 download)
Download or read book Marketing Decision Making and the Management of Pricing written by Rajagopal and published by IGI Global. This book was released on 2013-05-31 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book provides the latest research studies, market analysis, and best practices utilized in emerging markets to gain competitive advantage and market leadership"--Provided by publisher.
Author : Paul E. Green
Publisher :
ISBN 13 :
Total Pages : 396 pages
Book Rating : 4.:/5 (13 download)
Download or read book Multiattribute Decisions in Marketing written by Paul E. Green and published by . This book was released on 1973 with total page 396 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Berend Wierenga
Publisher : Springer
ISBN 13 : 3319569414
Total Pages : 598 pages
Book Rating : 4.3/5 (195 download)
Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer. This book was released on 2017-07-12 with total page 598 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.
Author : John A. Davis
Publisher : John Wiley & Sons
ISBN 13 : 1118153766
Total Pages : 358 pages
Book Rating : 4.1/5 (181 download)
Download or read book Measuring Marketing written by John A. Davis and published by John Wiley & Sons. This book was released on 2012-11-19 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Evaluating marketing performance and decision making more fairly Marketing has long been considered an art and not a science, but that perception is beginning to change as increasingly sophisticated methods of quantifying marketing success are developed. In Measuring Marketing: 103 Key Metrics Every Marketer Needs, Second Edition, one of the world's leading experts in the field presents the key marketing ratios and metrics. Applying these metrics will enable marketers to make better decisions and increase their accountability for their strategies and activities. This fully revised and updated new edition discusses the key marketing metrics needed for successfully measuring the performance of an organization's marketing investments. CEOs and CFOs regularly ask for one simple way to assess the efficacy of marketing campaigns, but the fact is that there isn't one single measure of performance. Measuring Marketing helps marketers figure out what they can and should be measuring and when. Marketers are increasingly being held accountable for the corporate bottom line, and this book helps both marketers, as well as the business leaders who employ them, to measure performance fairly and accurately Measuring marketing success is difficult, but this book shows what and when to assess Designed to increase accountability and improve everyday decisions, the book includes ratios illustrated with actual marketing cases from leading companies The first book to address growing demands that marketers be accountable for their strategies and decisions, Measuring Marketing explains how to assess marketing success in more meaningful ways.
Author : David W. Cravens
Publisher : McGraw-Hill/Irwin
ISBN 13 :
Total Pages : 808 pages
Book Rating : 4.:/5 (318 download)
Download or read book Marketing Decision Making written by David W. Cravens and published by McGraw-Hill/Irwin. This book was released on 1976 with total page 808 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : John L. Palshaw
Publisher :
ISBN 13 :
Total Pages : 110 pages
Book Rating : 4.3/5 (21 download)
Download or read book Practical Methods of Measuring Advertising Effectiveness written by John L. Palshaw and published by . This book was released on 1975 with total page 110 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Peter S.H. Leeflang
Publisher : Springer
ISBN 13 : 1493920863
Total Pages : 417 pages
Book Rating : 4.4/5 (939 download)
Download or read book Modeling Markets written by Peter S.H. Leeflang and published by Springer. This book was released on 2014-11-12 with total page 417 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about how models can be developed to represent demand and supply on markets, where the emphasis is on demand models. Its primary focus is on models that can be used by managers to support marketing decisions. Modeling Markets presents a comprehensive overview of the tools and methodologies that managers can use in decision making. It has long been known that even simple models outperform judgments in predicting outcomes in a wide variety of contexts. More complex models potentially provide insights about structural relations not available from casual observations. In this book, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models. The most current insights and innovations in quantitative marketing are presented, including in-depth discussion of Bayesian estimation methods. Throughout the book, the authors provide examples and illustrations. This book will be of interest to researchers, analysts, managers and students who want to understand, develop or use models of marketing phenomena.
