Marketing Performance
Marketing Performance

Author: Thomas Bauer

Publisher: John Wiley & Sons

Published: 2016-05-26

Total Pages: 201

ISBN-13: 1119278295

DOWNLOAD EBOOK

Drive marketing ROI with an investor's mindset and a proven toolkit Top marketers today don't shy away from financial accountability. In fact, they actively seek to account for the return on their companies' investments in marketing – because they want their budget to make a difference for their brands and for their business: more relevant messages, more effective campaigns, more satisfied customers, more profitable promotions, higher returns to shareholders. If this is how you think about marketing, this book is for you. It is a book for CMOs who adopt an investor's mindset, and it deals with the most pressing marketing performance questions. This isn't a work of theory. This is a hands-on guide to better marketing for top managers, neatly packaged into ten concise chapters that are just right for a short-haul flight. Learn how to: Increase sales with smarter fund allocation Reduce marketing costs without sacrificing effectiveness Strengthen the role of marketing with quantified ROI Build capabilities for sustainable performance improvements Marketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business.

The Marketing Performance Blueprint
The Marketing Performance Blueprint

Author: Paul Roetzer

Publisher: John Wiley & Sons

Published: 2014-08-04

Total Pages: 260

ISBN-13: 1118883438

DOWNLOAD EBOOK

Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.

Digital and Social Media Marketing
Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

DOWNLOAD EBOOK

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Marketing Effectiveness and Accountability in SMEs
Marketing Effectiveness and Accountability in SMEs

Author: Trevor A. Smith

Publisher: Springer Nature

Published: 2022-09-27

Total Pages: 218

ISBN-13: 3031098617

DOWNLOAD EBOOK

This book sheds light on marketing effectiveness and accountability marketing in small and medium-sized enterprises (SMEs). Using a multi-method investigation, it includes a knowledge inquiry of marketing knowledge and customer knowledge, a qualitative inquiry utilizing semi structured interviews and thematic data analysis, a quantitative analysis utilizing survey and structural equations modelling, and a case study that employs both narrative (storytelling) data analysis and an accountability audit with a techno marketing SME. SMEs generally face financial constraints that limit their ability to carry out the marketing function. Addressing this limitation, the author presents conceptual models based on the resource based view and the knowledge based view to show how marketing capabilities can lead to performance improvement in the SMEs. The lessons learnt provide guidance in the practice of marketing for small and medium firms to be more effective in their marketing investments and make wiser marketing decisions. This book will prove useful for both researchers and practitioners by extending knowledge on marketing performance management in the SMEs.

The Marketing Agency Blueprint
The Marketing Agency Blueprint

Author: Paul Roetzer

Publisher: John Wiley & Sons

Published: 2011-11-29

Total Pages: 262

ISBN-13: 111817688X

DOWNLOAD EBOOK

Build a disruptive marketing agency for the modern age The marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be engrained into the DNA and blended with traditional methods for integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency. The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. It will use efficiency and productivity, not billable hours, as the essential drivers of profitability. Its value and success will be measured by outcomes, not outputs. Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors. The Marketing Agency Blueprint demonstrates how to: Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers Develop highly efficient management systems and more effective account teams Deliver greater results and value to clients This is the future of the marketing services industry. A future defined and led by underdogs and innovators. You have the opportunity to be at the forefront of the transformation.

Global Cmo
Global Cmo

Author: Greg Paull

Publisher: Mascot Books

Published: 2018-05

Total Pages: 240

ISBN-13: 9781684018482

DOWNLOAD EBOOK

Digital Transformation has changed the modern marketing playbook. As the landscape shifts, global marketers have to balance advancing unique organizational initiatives with the transformation of their entire sector. In this new environment, what can a CMO do to stay ahead of the curve? Global CMO features insights from interviews with eighteen leading global CMOs responsible for bringing their brands into the future across drastically different markets. The brands represented in this book span several sectors, from CPG leaders such as Coca-Cola; to financial giants like Mastercard, Bank of America, and Citi; to leading technology companies, including GE and Samsung. Through these detailed discussions with the CMOs, independent marketing consultancy R3 seeks to uncover the common threads, solutions, and best practice to drive effectiveness and efficiency. Any practitioneror observerof marketing globally, regionally, or locally will find this a powerful resource.

Methods of improving the economy, tourism and management
Methods of improving the economy, tourism and management

Author: Andrushchak I., Chudovets V., Rechun O., Andrushko R., Zhydovska N., Myronchuk Z., Zhydovska N., Prokopyshyn О., Савченко Н., Савченко Р., Сакун А., Шепель І., Мельников О.Ф., Петров К.Е., Кобзев І.В., Мельников О.О., Kalinichenko L., Melnyk L., Matsenko O., Dehtyarova I., Doroshenko H., Krasnyak O., Kravchenko S., Malik M., Shpykuliak O., Diuk A., Likhonosova G., Radova N., Batchenko L., Honchar L., Karintseva O., Rozgon Y., Melnyk L., Kovalov B., Kubatko O., Михайленко О., Краснікова Н., Grechanyk O., Plakhtyeyeva V., Iastremska O., Khalmuradov B., Zhuravska N., Stefanovych P., Stefanovych I., Perevozova I., Orlova O., Hryniv P., Perevozov H., Lastovets O., Podra O., Levkiv H., Franchuk I., Tymchenko I., Iastremska O., Shevchenko V., Yaremenko S., Hripko D., Dydiv I. Lukashenko A., Riabenka M., Postova V., Кирчата І.М., Сєрих Д.С., Пестушко В.

Publisher: International Science Group

Published: 2023-03-12

Total Pages: 604

ISBN-13:

DOWNLOAD EBOOK

Collective monograph