Marketing Metrics
Marketing Metrics

Author: Paul W. Farris

Publisher: FT Press

Published: 2021-07-27

Total Pages: 550

ISBN-13: 0134086120

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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 Calculator
Marketing Calculator

Author: Guy R. Powell

Publisher: John Wiley & Sons

Published: 2012-08-22

Total Pages: 304

ISBN-13: 1118507827

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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.

Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference
Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference

Author: B. J. Dunlap

Publisher: Springer

Published: 2015-01-02

Total Pages: 581

ISBN-13: 3319132547

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This volume includes the full proceedings from the 1990 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international marketing, industrial marketing, marketing education, among others. 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, 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.

Measuring Marketing Efficiency
Measuring Marketing Efficiency

Author: Anthony Johnson

Publisher:

Published: 2019-02-16

Total Pages:

ISBN-13: 9780368312984

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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.

Productivity Management
Productivity Management

Author: Prem Vrat

Publisher: Alpha Science Int'l Ltd.

Published: 1998

Total Pages: 334

ISBN-13: 9788173191473

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Defining productivity in its broader and holistic perspective, this text attempts to clarify many difficulties in conventional approaches. It proposes a model which is applicable for productivity measurement in manufacturing and the service sector and presents case studies.

Measuring Marketing
Measuring Marketing

Author: John A. Davis

Publisher: John Wiley & Sons

Published: 2012-11-19

Total Pages: 358

ISBN-13: 1118153766

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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.