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Author : Evan Eugene Anderson
Publisher :
ISBN 13 :
Total Pages : 282 pages
Book Rating : 4.E/5 ( download)
Download or read book Measurement of Market and Brand Effects written by Evan Eugene Anderson and published by . This book was released on 1970 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jacek Kall
Publisher : Routledge
ISBN 13 : 1000436578
Total Pages : 113 pages
Book Rating : 4.0/5 (4 download)
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.
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 : David R. Corkindale
Publisher : Lexington Books
ISBN 13 :
Total Pages : 268 pages
Book Rating : 4.3/5 (512 download)
Download or read book Measuring the Effect of Advertising written by David R. Corkindale and published by Lexington Books. This book was released on 1975 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Paul W. Farris
Publisher : Pearson Education
ISBN 13 : 0137053134
Total Pages : 431 pages
Book Rating : 4.1/5 (37 download)
Download or read book Marketing Metrics written by Paul W. Farris and published by Pearson Education. This book was released on 2010-01-08 with total page 431 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight. 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 and channels; and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make: · Understand the full spectrum of marketing metrics: pros, cons, nuances, and application · Quantify the profitability of products, customers, channels, and marketing initiatives · Measure everything from “bounce rates” to the growth of your web communities · Understand your true return on marketing investment--and enhance it This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
Author : L. Flores
Publisher : Springer
ISBN 13 : 113734069X
Total Pages : 144 pages
Book Rating : 4.1/5 (373 download)
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 144 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.
Author : Hans Baumgartner
Publisher : Emerald Group Publishing
ISBN 13 : 1800436300
Total Pages : 241 pages
Book Rating : 4.8/5 (4 download)
Download or read book Measurement in Marketing written by Hans Baumgartner and published by Emerald Group Publishing. This book was released on 2022-09-12 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Measurement in Marketing is built to provide a state-of-the-art discussion of current topics in measurement and deepen readers’ appreciation of the fundamental role of measurement in empirical research in marketing.
Author : William D. Wells
Publisher : Psychology Press
ISBN 13 : 1317779517
Total Pages : 419 pages
Book Rating : 4.3/5 (177 download)
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.
Author : L. Flores
Publisher : Springer
ISBN 13 : 113734069X
Total Pages : 272 pages
Book Rating : 4.1/5 (373 download)
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.
Author : Christin Smuda
Publisher : GRIN Verlag
ISBN 13 : 3668808538
Total Pages : 77 pages
Book Rating : 4.6/5 (688 download)
Download or read book Influencer Marketing. A Measurement Instrument to determine the Credibility of Influencers written by Christin Smuda and published by GRIN Verlag. This book was released on 2018-10-02 with total page 77 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, University of Applied Sciences München, language: English, abstract: The aim of this thesis is to develop a measurement scale to determine the credibility of influencers in today’s digitalized environment. Thus, an extensive literature review will be conducted to reveal underlying dimensions, concepts and impact models of the social construct credibility. Those examinations will provide a well-founded overview of the current academic research in this field and will guide the author to the subsequent empirical investigation. Aligning with the structure of key sources, the researcher decided on a sequential exploratory research design, consisting of a qualitative questionnaire which serves as reliable foundation of the subsequent quantitative questionnaire. Thereby, the qualitative survey aims to define and refine the items of the credibility scale, select exemplary influencers for the following rating process and give the author a first feel about the respondents’ perception of credibility. In contrast, the purpose of the quantitative survey is to collect an extensive amount of data (n=385) to further select descriptor items that consumers associate with credible influencers and therewith, build a reliable and valid base for further analytical calculations.
Author : Elenica Pjero
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527547159
Total Pages : 169 pages
Book Rating : 4.5/5 (275 download)
Download or read book Measuring Marketing and Brand Communications Performance written by Elenica Pjero and published by Cambridge Scholars Publishing. This book was released on 2020-02-18 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Under the contemporary business conditions of hyper-competition, incessant change and pressure for growth and profitability, better management of marketing budgets has become an imperative for companies. In addition, properly monitoring and measuring marketing and brand communication strategies and tactics has become a critical factor for success across the geographic and typological organisational spectrum. This book explores how appropriately applied management initiatives on marketing and brand communications, through defined and measured consumer-centred processes, can be more successful and provide significant marketing return on investment (ROI). Moreover, the notions, methods and approaches described here ultimately constitute the tools of developing, measuring and improving strategy design and implementation. In addition, they are linked to a number of wider business goals, such as increased customer basis, stronger customer relationships, cost control, increased consumer loyalty, and brand building. In this vein, the book proposes various means of generating greater returns from marketing and brand investments, maximising both their efficiency and effectiveness. This, in turn, allows for greater financial resources to be reinvested towards consumer and employee satisfaction, strengthening the stability and viability of the company.
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 : M. Fetscherin
Publisher : Springer
ISBN 13 : 1137427124
Total Pages : 475 pages
Book Rating : 4.1/5 (374 download)
Download or read book Consumer Brand Relationships written by M. Fetscherin and published by Springer. This book was released on 2015-05-07 with total page 475 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.
Author : Kusum L. Ailawadi
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)
Download or read book A Product-Market-Based Measure of Brand Equity written by Kusum L. Ailawadi and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Conceptually, brand equity can be thought of as the incremental revenue that a product earns as a brand over the revenue it would earn if it were sold without the brand name. However, the brand can have an impact on revenue through a variety of mechanisms, e.g., reduced price sensitivity, higher advertising effectiveness, greater distribution etc. Developing a structural model of all these relationships is difficult, likely to contain specification error, and not very practical for managers. Instead, we propose a simple and easily quantifiable measure of brand equity. We base our measure on the implicit assumption that outcomes in the market involve optimal decisions by firms who select a price for their brands in order to maximize net revenue. Their decisions depend on the demand curves and costs faced by branded and unbranded goods. In essence, these revenues result from a reduced form of the complex relations among brand, marketing mix elements, and customers. Instead of trying to estimate the hypothetical revenue that a branded product would earn if it did not have the brand name, we use the revenue of the private label product as a reasonable benchmark. Hence, the difference in revenue between a branded good and the corresponding private label represents the equity of the particular brand. We calculate this measure for brands in twenty-three different packaged goods categories and validate it by examining its behavior over time and its association with other variables with which brand equity should be related in specific ways. The measure is reliable in that it correlates strongly with its lagged value. It exhibits a trend over time that is consistent with conventional wisdom on the erosion of brand equity during the past decade. As expected, it is positively associated with advertising but not with promotion. Further, it is positively associated with stockpileability and hedonic categories and negatively associated with private label quality. Finally, the "up" price elasticity, i.e., the effect on sales when price is increased, is significantly lower than the "down" price elasticity for high equity brands. Overall, the measure is simple, intuitive, and easy to calculate from public sources, and has fairly strong face and construct validity.
Author : Dominique M. Hanssens
Publisher : Springer Science & Business Media
ISBN 13 : 0306475944
Total Pages : 507 pages
Book Rating : 4.3/5 (64 download)
Download or read book Market Response Models written by Dominique M. Hanssens and published by Springer Science & Business Media. This book was released on 2005-12-19 with total page 507 pages. Available in PDF, EPUB and Kindle. Book excerpt: From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.
Author : Raymond A. Kent
Publisher : Cengage Learning
ISBN 13 :
Total Pages : 360 pages
Book Rating : 4.3/5 (555 download)
Download or read book Marketing Research written by Raymond A. Kent and published by Cengage Learning. This book was released on 1999 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the increase in interest in market research and market research techniques, this text is timely. Marketing Research is fully revised and up-dated to incorporate the effects of market research in industry. It begins by putting market research in context within different types of firms. An analysis of data collection, measurement, and analysis provides the reader with many different techniques from which to choose. Studies and research are used to present and support the techniques. Students are also taught how to design and conduct their own research, from start to finish.
Author : G. Bertoli
Publisher : Edward Elgar Publishing
ISBN 13 : 1781955611
Total Pages : 225 pages
Book Rating : 4.7/5 (819 download)
Download or read book International Marketing and the Country of Origin Effect written by G. Bertoli and published by Edward Elgar Publishing. This book was released on 2013-01-01 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.
