Marketing Metrics
Marketing Metrics

Author: Neil Bendle

Publisher: FT Press

Published: 2020-08-23

Total Pages: 710

ISBN-13: 0136755313

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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.

The Routledge Companion to Consumer Behavior Analysis
The Routledge Companion to Consumer Behavior Analysis

Author: Gordon R. Foxall

Publisher: Routledge

Published: 2015-08-20

Total Pages: 470

ISBN-13: 1317913469

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The Routledge Companion to Consumer Behavior Analysis provides a unique and eclectic combination of behavioral, cognitive and environmental perspectives to illuminate the real-world complexities of consumer choice in a marketing-oriented economy. Edited by a leading authority in the field, the contributing authors have created a unique anthology for understanding consumer preference by bringing together the very latest research and thinking in consumer behavior analysis. This comprehensive and innovative volume ranges over a broad multi-disciplinary perspective from economic psychology, behavioral psychology and experimental economics, but its chief focus is on the critical evaluation of consumer choice in the natural settings of affluent, marketing-oriented economies. By focussing on human economic and social choices, which involve social exchange, it explores and reveals the enormous potential of consumer behavior analysis to illuminate the role of modern marketing-oriented business organizations in shaping and responding to consumer choice. This will be of particular interest to academics, researchers and advanced students in marketing, consumer behavior, behavior analysis, social psychology, behavioral economics and behavioral psychology.

Market-Share Analysis
Market-Share Analysis

Author: Lee G. Cooper

Publisher: Springer

Published: 2011-10-17

Total Pages: 304

ISBN-13: 9789400926820

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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.

X-Efficiency: Theory, Evidence and Applications
X-Efficiency: Theory, Evidence and Applications

Author: Roger S. Frantz

Publisher: Springer Science & Business Media

Published: 2012-12-06

Total Pages: 181

ISBN-13: 1461562651

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My interest in X-Efficiency (XE) dates back to 1978. At the time, I was writing the dissertation for my Ph. D. at Washington State University. My dissertation was concerned with the role of attitudes in the school-to-work transition among young men. I was advised by Professor Millard Hastay (a member of my committee) to look at Leibenstein's "new" book, Beyond Economic Man. One of the things that caught my attention was his behavioral description of (selective) rationality. It seemed that Leibenstein' s behavioral description of a (selectively) rational individ ual was very similar to what psychologists such as Abraham Maslow were reporting as being the product of a particular motivational system. In other words, I was impressed with the idea that what Leibenstein was referring to as X-inefficiency was being discussed by psychologists as "the way it (often) is. " So from the beginning I always considered the concept ofX-(in)efficiency to be a valuable one for understanding human behavior. I have since come to believe that this is particularly true when considering behavior in non-market environments, i. e. , within the firm. Work on this book, however, can most realistically said to have started with work which I began in 1982 while I was a Visiting Scholar at Harvard University. Professor Leibenstein suggested that I consider how some empirical evidence which was being cited as evidence for the role of property rights might also be consistent with XE theory. (The consistency, in both directions, is considerable.

Basics of Marketing Management (Theory & Practice)
Basics of Marketing Management (Theory & Practice)

Author: Rudani R.B.

Publisher: S. Chand Publishing

Published: 2010-12

Total Pages: 441

ISBN-13: 8121931681

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Introduction To Marketing 1 – 42 2. Emerging Issues In Marketing 43 – 66 3. Marketing Environment And Demand Forecasting 67 – 81 4. Consumer Behavior And Market Segmentation 82 – 119 5. Product Decisions 120 – 152 5.1. Product-Related Strategies 153 – 174 6. Pricing Decisions 175 – 189 7. Market Promotion Mix 190 – 198 7.1. Advertising 199 – 235 7.2. Personal Selling And Sales Force Management 236 – 262 7.3. Sales Promotion 263 – 268 7.4. Publicity And Public Relations 269 – 283 8. Physical Distribution And Channel Of Distribution 284 – 305 9. Marketing Information System And Marketing Research 306 – 341 10. Rural Marketing 342 – 357 11. Marketing Of Services 358 – 264 12. Elements Of Retailing 365 – 387 13. International Marketing 388 – 399 14. Marketing Control 400 – 413 15. Analysing Competition 414 – 430 16. Case Study – Marketing Cases And Analysis 431 – 448 17. Project Report In Marketing – Practical Study 449 – 469 Bibliography

Game Theory in Management
Game Theory in Management

Author: Mr Michael Hatfield

Publisher: Gower Publishing, Ltd.

Published: 2012-09-28

Total Pages: 215

ISBN-13: 1409459403

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Architects and engineers can build models to test their ideas - why not managers? In Game Theory in Management: Modelling Business Decisions and Their Consequences, author Michael Hatfield presents a series of mathematically structured analogies to real-life business and economic interaction scenarios, and then, using modern game theory, he shows how to test common managerial technical approaches for their effectiveness. His results are astonishing: if game theory is correct then many commonly-held and taught management approaches and techniques are not only less effective than thought, they are actually detrimental in many areas where they are held to be beneficial. Game Theory in Management also examines managerial implications from network theory, cartage schemes, risk management theory, management information system epistemology, and other areas where the quantification and testing of business decisions can be employed to identify winning and losing stratagems. While the topic may seem complex, Game Theory in Management is a readable and fast-paced book; readers will come away with an entirely new perspective on the objectives, tactics, even purpose of management, and ways of evaluating the selected strategies and decisions of those within the team, inside the macro organization, and among competitors. Easily-employed tests for the validity and efficacy of management information systems are also addressed, as are those environments where cartage schemes can be most effective, and where they are not. In the areas of asset, project, and strategic management, Game Theory in Management is certain to become a game-changer.

Marketing Theory
Marketing Theory

Author: Michael J Baker

Publisher: SAGE

Published: 2016-05-16

Total Pages: 765

ISBN-13: 1473942675

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Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing. In this new Third Edition there are up-to-date examples from global companies such as Pepsi, Amazon and H&M; entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) and contributions from Global Specialists including Bob Lusch, Patrick Murphy and Susan Hart. Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory, critical marketing, and the history of marketing modules.

Marketing Theory
Marketing Theory

Author: Jagdish N. Sheth

Publisher: John Wiley & Sons

Published: 2024-11-13

Total Pages: 310

ISBN-13: 1394310544

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Presents a comprehensive and up-to-date account of the evolution and underlying rationale of marketing theories Marketing is a dynamic discipline, subject to evolutionary changes over time. Over the years, many schools of marketing thought have enriched the discipline. Today, some of the schools are only found in history books, while others have transformed into new, modern schools of thought shaped by changing marketing contexts and the emergence of digital technology. Marketing Theory examines 16 schools of marketing thought that emerged, evolved, and dominated the marketing discipline over the course of a century. Written by a team of noted experts, this acclaimed book provides in-depth evaluations of each school—utilizing a rigorous metatheoretical framework based on scientific criteria such as syntax, semantics, and pragmatics. In this new global expanded edition, Marketing Theory identifies four new schools of marketing thought that have emerged in the past 30 years, each with separate chapters devoted to their assessment. It remains a must-read book for doctoral students in marketing, as well as young scholars and practitioners who want to understand the rationale and theoretical tenets of the various schools and contextualize their role in developing contemporary marketing theory. New to this Edition: New chapters on four new schools of marketing thought New content on contenders for a general theory of marketing: Market Orientation, Service-Dominant Logic, Rule of Three Theory, and Resource Advantage (R-A) Theory of Competition New and expanded coverage of Relationship Marketing, with greater emphasis on R-A Theory Now includes insightful questions for analysis and advanced-level discussions for every chapter Wiley Advantage: Covers the main concepts and principles underlying marketing theory and practice Provides a comprehensive typology for the 16 major schools of marketing thought Describes concepts and axioms useful in generating a practical theory of marketing. Offers a practical approach to marketing theory that generates a more realistic view of marketing issues Illustrates how marketing problems have been solved in the real world of business by connecting theory to practice Includes extensive references throughout, including many pioneering yet lesser-known works

Handbook of Career Theory
Handbook of Career Theory

Author: Michael Bernard Arthur

Publisher: Cambridge University Press

Published: 1989-08-25

Total Pages: 588

ISBN-13: 9780521389440

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Designed for a broad range of social science scholars, this cross disciplinary anthology presents new ways of viewing careers or how working lives unfold over time.