Assessing Efficiency In Marketing

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Measuring Marketing Efficiency

Author : Anthony Johnson
Publisher :
ISBN 13 : 9780368312984
Total Pages : pages
Book Rating : 4.3/5 (129 download)

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Book Synopsis Measuring Marketing Efficiency by : Anthony Johnson

Download or read book Measuring Marketing Efficiency written by Anthony Johnson and published by . This book was released on 2019-02-16 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The strategic role of marketing is widely known in the modern business world. Marketing is considered as crucial factor for an enterprise's overall success on a market. Major companies incorporate marketing into their activities to ensure better productivity and profitability. Therefore, a question of measuring the effectiveness of marketing arises. Principles and the importance of marketing for the companies are demonstrated in this paper, along with the means of measurement of marketing efficiency. However, evaluation of marketing efficiency is sophisticated, since no general model for assessment was designed. The main metrics and methods of measurement were presented and analyzed in this paper, in order to develop an evaluation method for assessing the effectiveness of marketing of the case company. TUKIKON Oy's marketing activities were studied in order to detect possible flaws in the marketing performance and improve them. Based on the conducted analysis, the marketing of the case company was found professional, and the low response rate on the marketing campaigns was justified by the complex current political and economic situation in Europe and Russia. The following recommendations, based on the investigation, have been given to the case company: implement marketing researches regularly to respond to changes in the environments; organize marketing strategies; reinforce sales promotion by participating in conferences and exhibitions to enhance brand-awareness; and maintain the employees' qualifications and provide staff with training sessions if needed to assure the high quality of the services provided.

Measuring Advertising Effectiveness

Author : William D. Wells
Publisher : Psychology Press
ISBN 13 : 1317779517
Total Pages : 419 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Measuring Advertising Effectiveness by : William D. Wells

Download or read book Measuring Advertising Effectiveness written by William D. Wells and published by Psychology Press. This book was released on 2014-03-05 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.

Marketing Performance Assessment

Author : Thomas V. Bonoma
Publisher : Harvard Business Review Press
ISBN 13 :
Total Pages : 230 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Marketing Performance Assessment by : Thomas V. Bonoma

Download or read book Marketing Performance Assessment written by Thomas V. Bonoma and published by Harvard Business Review Press. This book was released on 1988 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Market-making and the Assessment of Marketing Efficiency

Author : Dennis E. Logue
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (5 download)

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Book Synopsis Market-making and the Assessment of Marketing Efficiency by : Dennis E. Logue

Download or read book Market-making and the Assessment of Marketing Efficiency written by Dennis E. Logue and published by . This book was released on 1974 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

How to Measure Digital Marketing

Author : L. Flores
Publisher : Springer
ISBN 13 : 113734069X
Total Pages : 272 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis How to Measure Digital Marketing by : L. Flores

Download or read book How to Measure Digital Marketing written by L. Flores and published by Springer. This book was released on 2013-12-15 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.

Measuring the Effectiveness of Marketing Events With Objective Ratios

Author : Fabian Büngers
Publisher : GRIN Verlag
ISBN 13 : 3668361010
Total Pages : 30 pages
Book Rating : 4.6/5 (683 download)

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Book Synopsis Measuring the Effectiveness of Marketing Events With Objective Ratios by : Fabian Büngers

Download or read book Measuring the Effectiveness of Marketing Events With Objective Ratios written by Fabian Büngers and published by GRIN Verlag. This book was released on 2016-12-12 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: Projektarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 92%, European Business School - Internationale Universität Schloß Reichartshausen Oestrich-Winkel, Sprache: Deutsch, Abstract: Within this project paper different objective ratios for measuring the effectiveness of marketing events are presented and discussed. The first half of this paper describes the theoretical framework which is then used for analyzing different real life examples.

Measuring Advertising Effectiveness

Author : Darrell Blaine Lucas
Publisher : Facsimiles-Garl
ISBN 13 :
Total Pages : 432 pages
Book Rating : 4.3/5 (9 download)

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Book Synopsis Measuring Advertising Effectiveness by : Darrell Blaine Lucas

Download or read book Measuring Advertising Effectiveness written by Darrell Blaine Lucas and published by Facsimiles-Garl. This book was released on 1985 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Calculator

Author : Guy R. Powell
Publisher : John Wiley & Sons
ISBN 13 : 1118507827
Total Pages : 304 pages
Book Rating : 4.1/5 (185 download)

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Book Synopsis Marketing Calculator by : Guy R. Powell

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.

Marketing Metrics

Author : Paul W. Farris
Publisher : FT Press
ISBN 13 : 0134086120
Total Pages : 550 pages
Book Rating : 4.1/5 (34 download)

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Book Synopsis Marketing Metrics by : Paul W. Farris

Download or read book Marketing Metrics written by Paul W. Farris and published by FT Press. This book was released on 2021-07-27 with total page 550 pages. Available in PDF, EPUB and Kindle. 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 Metrics

Author : Neil Bendle
Publisher : FT Press
ISBN 13 : 0136755313
Total Pages : 710 pages
Book Rating : 4.1/5 (367 download)

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Book Synopsis Marketing Metrics by : Neil Bendle

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.

Marketing and Marketing Assessment (RLE Marketing)

Author : J. L. Sewell
Publisher : Routledge
ISBN 13 : 1317657616
Total Pages : 200 pages
Book Rating : 4.3/5 (176 download)

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Book Synopsis Marketing and Marketing Assessment (RLE Marketing) by : J. L. Sewell

Download or read book Marketing and Marketing Assessment (RLE Marketing) written by J. L. Sewell and published by Routledge. This book was released on 2014-09-15 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.

Assessing Marketing Strategy Performance

Author : Christine Moorman
Publisher :
ISBN 13 :
Total Pages : 304 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Assessing Marketing Strategy Performance by : Christine Moorman

Download or read book Assessing Marketing Strategy Performance written by Christine Moorman and published by . This book was released on 2004 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Offering a diverse set of approaches, from stock market response modeling to historical analysis, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about the value of marketing and the productivity of marketing investments. It will be a valuable resource to those seeking to better understand marketing's role in the firm"--

Assessing the Efficiency and Effectiveness of Wind Energy Incentives

Author : United States. Congress. House. Committee on Science, Space, and Technology (2011). Subcommittee on Oversight
Publisher :
ISBN 13 :
Total Pages : 464 pages
Book Rating : 4.:/5 (319 download)

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Book Synopsis Assessing the Efficiency and Effectiveness of Wind Energy Incentives by : United States. Congress. House. Committee on Science, Space, and Technology (2011). Subcommittee on Oversight

Download or read book Assessing the Efficiency and Effectiveness of Wind Energy Incentives written by United States. Congress. House. Committee on Science, Space, and Technology (2011). Subcommittee on Oversight and published by . This book was released on 2013 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Brand Metrics

Author : Jacek Kall
Publisher : Routledge
ISBN 13 : 1000436578
Total Pages : 113 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Brand Metrics by : Jacek Kall

Download or read book Brand Metrics written by Jacek Kall and published by Routledge. This book was released on 2021-09-08 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength. The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.

The Effectiveness of Marketing's "R & D" for Marketing Management

Download The Effectiveness of Marketing's

Author : John G. Myers
Publisher :
ISBN 13 :
Total Pages : 13 pages
Book Rating : 4.:/5 (825 download)

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Book Synopsis The Effectiveness of Marketing's "R & D" for Marketing Management by : John G. Myers

Download or read book The Effectiveness of Marketing's "R & D" for Marketing Management written by John G. Myers and published by . This book was released on 1979 with total page 13 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Market-Share Analysis

Author : Lee G. Cooper
Publisher : Springer
ISBN 13 : 9789400926820
Total Pages : 304 pages
Book Rating : 4.9/5 (268 download)

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Book Synopsis Market-Share Analysis by : Lee G. Cooper

Download or read book Market-Share Analysis written by Lee G. Cooper and published by Springer. This book was released on 2011-10-17 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Foreword In April1971, Los Angeles and its satellite cities were treated to one of its least interesting and least publicized elections in years. Nothing seemed to be hotly contested. A few Los Angeles city councilmen were up for reelection as were some members of the Board of Ed ucation and the Board of Trustees of the Community Colleges. - Nakanishi, Cooper and Kassarjian [1974] Our colleague, Professor Harold H. Kassarjian, ran for one of the seats on the Board of Trustees and received 17,286 votes. While he lost the election, he had collected the data which he felt characterized voting in such /ow-invo/vement cases. He asked us to join him in writing a follow-up to a study of a similar election which had been published the previous faU in Public Opinion Quarter/y. Neither of us was content with the methods and models used in the prior study. Shares are different than other criteria, be they vote shares, market shares or retail stores' shares of customers. Different methods are needed to reflect their special nature. And thus began a research collaboration, running 17 years, so far. Though our combined research efforts have covered diverse areas of consumer choice behavior, in recent years we carne to the realization that our models and analytical methods might be very profitably employed in the analysis of market-share figures for consumer products.

Assessing Organizational Effectiveness

Author : Raymond F. Zammuto
Publisher : SUNY Press
ISBN 13 : 9780873955522
Total Pages : 196 pages
Book Rating : 4.9/5 (555 download)

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Book Synopsis Assessing Organizational Effectiveness by : Raymond F. Zammuto

Download or read book Assessing Organizational Effectiveness written by Raymond F. Zammuto and published by SUNY Press. This book was released on 1982-01-01 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this study, Raymond Zammuto has cast the concept of organizational effectiveness within the framework of societal evolution. He thus takes into account evolving needs, expectations, and environmental constraints and examines the continual process of becoming, rather than being, effective. In this study, Raymond Zammuto has cast the concept of organizational effectiveness within the framework of societal evolution. He thus takes into account evolving needs, expectations, and environmental constraints and examines the continual process of becoming, rather than being, effective.