Métricas del marketing

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Author :
Publisher : ESIC Editorial
ISBN 13 : 8473567188
Total Pages : 242 pages
Book Rating : 4.4/5 (735 download)

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Book Synopsis Métricas del marketing by : Alejandro Domínguez Doncel

Download or read book Métricas del marketing written by Alejandro Domínguez Doncel and published by ESIC Editorial. This book was released on 2010-10 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Todo lo que se puede medir, se puede mejorar y gestionar. En el escenario empresarial actual, los directores y responsables de marketing están cada día más presionados y obligados a justificar el porqué de sus inversiones. Los responsables del marketing saben que su trabajo es valioso, saben que tiene un gran valor para la organización y para sus clientes. Por eso buscan de forma constante los medios que les permitan demostrar el valor de su trabajo y de sus iniciativas a los comités de dirección. Esto, muchas veces, además es la demostración del porqué de su propia existencia... Satisfacción, retención, adquisición, fidelidad y valor del cliente. Valor y posicionamiento de marca, etc. Este tipo de conceptos no son comprendidos por los comités de dirección, ni las direcciones generales, ni los accionistas. Ellos hablan el lenguaje de los beneficios, los márgenes y el precio de las acciones. A ellos lo que les interesa saber es, cómo un incremento en la satisfacción del cliente del 3% se refleja en un incremento anual de márgenes y beneficios para la empresa. Este libro trata de arrojar luz sobre todas estas cuestiones. Trata de enseñar a medir, gestionar y mejorar el marketing, mostrando un camino que aproxima a las áreas financieras y a la dirección general con las personas dedicadas a ejecutar y controlar el marketing dentro de una organización. Índice: Métricas para la gestión del marketing.- La contribución del marketing.- Métricas de mercado y de cliente. Métricas de valor de marca.- Métricas de distribución y ventas.- Métricas de producto y precio.- Métricas de publicidad y promoción.- Métricas del marketing digital.- Apéndice: Modelo de Cuadro de Mando del Marketing.

Metricas Del Marketing

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Author :
Publisher : ESIC Editorial
ISBN 13 : 9788473565219
Total Pages : 252 pages
Book Rating : 4.5/5 (652 download)

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Book Synopsis Metricas Del Marketing by : Alejandro Domínguez Doncel

Download or read book Metricas Del Marketing written by Alejandro Domínguez Doncel and published by ESIC Editorial. This book was released on 2007 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Guía práctica de analítica digital

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Author :
Publisher : LID Editorial
ISBN 13 : 8418648392
Total Pages : 106 pages
Book Rating : 4.4/5 (186 download)

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Book Synopsis Guía práctica de analítica digital by : José Gómez-Zorrilla

Download or read book Guía práctica de analítica digital written by José Gómez-Zorrilla and published by LID Editorial. This book was released on 2022-07-20 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cualquier profesional o empresa que tenga presencia y actividad en Internet —página web, e-commerce, blog y redes sociales— necesita analizar sus acciones para determinar si se están cumpliendo los objetivos marcados en su estrategia digital. ¿Tu estrategia digital no está funcionando y no entiendes por qué? ¿No logras alcanzar los objetivos de ingresos y conversión? Una buena analítica digital consiste en recopilar e interpretar correctamente los datos que obtenemos de las diferentes métricas y herramientas y convertirlos en información de valor para tu negocio. Con la Guía práctica de analítica digital aprenderás de una manera sencilla a optimizar y medir tu estrategia de marketing digital paso a paso y con ejemplos reales para que cumpla su misión. Solo así podrás extraer conclusiones válidas para gestionar, mejorar y escalar tu negocio en el corto, medio y largo plazo.

Marketing Metrics

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Author :
Publisher : Pearson Education
ISBN 13 : 0137053134
Total Pages : 431 pages
Book Rating : 4.1/5 (37 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 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.

Marketing Metrics

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Author :
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.

LEAN aplicado ao Marketing e ao Consumo LEAN: Marketing and Consumption

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Author :
Publisher : Bubok
ISBN 13 : 8468680168
Total Pages : 290 pages
Book Rating : 4.4/5 (686 download)

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Book Synopsis LEAN aplicado ao Marketing e ao Consumo LEAN: Marketing and Consumption by : Fernandoacabadoromana

Download or read book LEAN aplicado ao Marketing e ao Consumo LEAN: Marketing and Consumption written by Fernandoacabadoromana and published by Bubok. This book was released on 2016-05-27 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Após longos estudos, com o objetivo de analisar o impacto da filosofia LEAN no desenvolvimento, seguimento e implementação dos conceitos associados à aplicação das Estratégias de Investigação nas ciências de Marketing e Comportamento do Consumo, resolvemos escrever sobre as reflexões efetuadas. Este manual foi escrito com base nas referidas reflexões, mas também nos já mencionados estudos de comparação e inferência dos conceitos de Marketing e Consumo, integrados nos modelos de Gestão Organizacionais. A reflexão e análise dos conceitos LEAN aplicados tiveram como base uma obra anteriormente escrita e intitulada ?O Gestor LEAN?, que seguramente tem uma abordagem muito mais genérica em termos Estratégico e comportamental, associado à atuação da Gestão de Topo das organizações. A filosofia de atuação para a aplicação e desenvolvimento do documento foi a análise da capacidade de integração dos Modelos e Sistemas de Gestão, colocados ao serviço das estratégias e práticas do Marketing e Consumo. Simultaneamente entendemos, como objetivo de leitura, colocar os académicos e profissionais do Marketing e Comportamento do Consumo a estudar a filosofia de Gestão LEAN e os estudiosos e praticantes da Gestão LEAN a entender os conceitos de Marketing e Consumo.

Métricas de la web social para bibliotecas

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Author :
Publisher : Editorial UOC
ISBN 13 : 8491162054
Total Pages : 154 pages
Book Rating : 4.4/5 (911 download)

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Book Synopsis Métricas de la web social para bibliotecas by : González-Fernández Villavicencio, Nieves

Download or read book Métricas de la web social para bibliotecas written by González-Fernández Villavicencio, Nieves and published by Editorial UOC. This book was released on 2016-09-29 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing y beneficios

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Publisher :
ISBN 13 : 9788420532547
Total Pages : 229 pages
Book Rating : 4.5/5 (325 download)

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Book Synopsis Marketing y beneficios by : Tim Ambler

Download or read book Marketing y beneficios written by Tim Ambler and published by . This book was released on 2001 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing cinematográfico

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Author :
Publisher : Editorial UOC
ISBN 13 : 8491160477
Total Pages : 111 pages
Book Rating : 4.4/5 (911 download)

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Book Synopsis Marketing cinematográfico by : Elena Neira

Download or read book Marketing cinematográfico written by Elena Neira and published by Editorial UOC. This book was released on 2015-01-01 with total page 111 pages. Available in PDF, EPUB and Kindle. Book excerpt: Detrás del estreno de una película, existe una cuidada estrategia en la que se llevan a cabo distintas acciones con un objetivo común: conseguir un buen debut en cines y, por extensión, un recorrido comercial óptimo en el resto de las ventanas de explotación. Este libro aborda la promoción de una película de manera global. El lector descubrirá, de la mano de sus autores, las principales herramientas y estrategias que la empresa audiovisual tiene a su disposición durante toda la cadena de generación de valor de un título: desde la idea creativa hasta el día de su proyección en salas. Por un lado se exponen los procesos, estrategias, materiales y medios que forman parte de una campaña de marketing cinematográfico para explicar, posicionar y promocionar un título entre los espectadores potenciales. En segundo lugar se abordan las técnicas que proporciona la investigación de mercado para definir productos más afines, dimensionar la película y conocer mejor el público objetivo (target) al que nos dirigimos. Por último se explican las posibilidades de promoción que ofrecen las redes sociales al sector del entretenimiento, especialmente en uno de los nichos de audiencia más esquivo: los jóvenes.

Marketing Metrics

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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 digital

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Author :
Publisher : Alpha Editorial
ISBN 13 : 958778510X
Total Pages : 129 pages
Book Rating : 4.5/5 (877 download)

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Book Synopsis Marketing digital by : Inés Cibrián Barredo

Download or read book Marketing digital written by Inés Cibrián Barredo and published by Alpha Editorial. This book was released on 2018-07-24 with total page 129 pages. Available in PDF, EPUB and Kindle. Book excerpt: Este libro es un manual que introduce al lector en el mundo del marketing digital gradualmente. Es una guía que ordena todos los aspectos de esta disciplina de una forma lógica, permitiendo que el lector vea claramente la relación que existe entre todos los elementos que forman al marketing digital.

Métricas de marketing

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Publisher : Editora FGV
ISBN 13 : 8522519293
Total Pages : 163 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Métricas de marketing by : Zambaldi, Felipe

Download or read book Métricas de marketing written by Zambaldi, Felipe and published by Editora FGV. This book was released on 2016-12-21 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: m Métricas de marketing, abordaremos a composição, o significado e a aplicação de uma série de medidas dentro do universo das métricas de marketing. Para tanto, contemplaremos os indicadores de desempenho mercadológico ? focalizando a mensuração da participação de mercado e dos resultados comerciais ? e os indicadores financeiros associados à atividade de marketing ? com enfoque em custos, retorno sobre vendas, valor do relacionamento com clientes, prospecção de novos consumidores e rentabilidade de ações de marketing. Serão contempladas, ainda, as métricas de ações promocionais associadas a descontos e as métricas provenientes da administração do mix de marketing, como desenvolvimento e posicionamento de produtos e marcas, comunicação e apreçamento.

Dominar El Marketing Digital

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Author :
Publisher : Clube de Autores
ISBN 13 :
Total Pages : 210 pages
Book Rating : 4.3/5 (41 download)

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Book Synopsis Dominar El Marketing Digital by : Antonio Silva

Download or read book Dominar El Marketing Digital written by Antonio Silva and published by Clube de Autores. This book was released on 2024-05-06 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bienvenido a la edición especial del curso de marketing digital, un emocionante viaje hacia el dominio de las estrategias digitales que impulsan el éxito en los negocios modernos. En el mundo actual, acelerado y altamente conectado, el marketing digital se ha convertido en una herramienta indispensable para llegar e involucrar al público objetivo de manera efectiva. Los emprendedores y especialistas en marketing en ciernes enfrentan un desafío único: cómo navegar en este vasto océano de oportunidades y convertirlo en resultados tangibles para sus negocios.

Advanced Web Metrics with Google Analytics

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Author :
Publisher : John Wiley and Sons
ISBN 13 : 9780470634943
Total Pages : 530 pages
Book Rating : 4.6/5 (349 download)

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Book Synopsis Advanced Web Metrics with Google Analytics by : Brian Clifton

Download or read book Advanced Web Metrics with Google Analytics written by Brian Clifton and published by John Wiley and Sons. This book was released on 2010-04-22 with total page 530 pages. Available in PDF, EPUB and Kindle. Book excerpt: Packed with insider tips and tricks, this how-to guide is fully revised to cover the latest version of Google Analytics and shows you how to implement proven Web analytics methods and concepts. This second edition of the bestselling Advanced Web Metrics with Google Analytics is the perfect book for marketers, vendors, consultants, and Webmasters who want to learn the installation, configuration, tracking techniques, and best practices of Google Analytics. Google Analytics is a free tool that measures Web site effectiveness and helps users better understand how web site performance; this book is a detailed usage guide written by one of the software's original creators Explains what filters keep data accurate, how to measure Flash usage and tag for e-mail marketing, and what visitor segmentation provides the most useful feedback Examines principles and practices of Web analytics, then shows how to use GA's reports and how to track dynamic Web pages, banners, outgoing links, and contact forms Discusses advanced setups for configuring goals and filters, how to integrate GA with third-party systems, and how to leverage the new API Advanced Web Metrics with Google Analytics, Second Edition is valuable for both novice and experienced users of Google Analytics.

Y el marketing hizo clic

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Publisher : Alpha Editorial
ISBN 13 : 9587788559
Total Pages : 159 pages
Book Rating : 4.5/5 (877 download)

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Book Synopsis Y el marketing hizo clic by : Juan Carlos Orosco

Download or read book Y el marketing hizo clic written by Juan Carlos Orosco and published by Alpha Editorial. This book was released on 2022-02-09 with total page 159 pages. Available in PDF, EPUB and Kindle. Book excerpt: ESTA OBRA es una clara exposición de todos los elementos que componen el marketing digital, aclarando mitos y realidades que incluyen el fenómeno de las redes sociales y nuevos protagonistas: apps, influencers y hasta un nuevo metaverso; pero, principalmente, pistas y consejos para aplicar efectivamente todos estos conceptos en pequeños negocios y grandes marcas. Una guía básica para brand managers, gerentes de marketing, estudiantes universitarios y dueños de micro, pequeñas y medianas empresas, con casos prácticos de éxito enLatinoamérica.

United States Treaties and Other International Agreements

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Author :
Publisher :
ISBN 13 :
Total Pages : 1422 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis United States Treaties and Other International Agreements by :

Download or read book United States Treaties and Other International Agreements written by and published by . This book was released on 1969 with total page 1422 pages. Available in PDF, EPUB and Kindle. Book excerpt:

United States Treaties and Other International Agreements

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Publisher :
ISBN 13 :
Total Pages : 780 pages
Book Rating : 4.3/5 (129 download)

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Book Synopsis United States Treaties and Other International Agreements by : United States

Download or read book United States Treaties and Other International Agreements written by United States and published by . This book was released on 1996 with total page 780 pages. Available in PDF, EPUB and Kindle. Book excerpt: