Marketing Effectiveness
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Improving Marketing Effectiveness
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Author : Robert Shaw
language : en
Publisher: Robert Shaw
Release Date : 1998
Improving Marketing Effectiveness written by Robert Shaw and has been published by Robert Shaw this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Business & Economics categories.
Marketing Effectiveness
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Author : Sorin Patilinet
language : en
Publisher: Kogan Page Publishers
Release Date : 2025-08-03
Marketing Effectiveness written by Sorin Patilinet and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2025-08-03 with Business & Economics categories.
In recent years with tightening budgets, an explosion of data points and advancements in analytical methods, marketers are now more than ever expected to deliver quantifiable results. This is where marketing effectiveness comes in. Contrary to popular belief marketing effectiveness is not just about the measuring of ROI. The lens of effectiveness must be applied to all marketing mix elements, from strategy to pricing and product, to media and advertising. It's a strategic shift that demands robust evidence-based decisions and consistent application in order to grow. Written by leading marketing practitioner, Sorin Patilinet, this book enables mid-senior level marketers to integrate the scientific methods and advanced measurements required for true marketing effectiveness into their marketing strategies, in order to reap the benefits of strong customer understanding and developing decision-making processes for growth. Covering everything from neuroscience and its application to marketing to advanced analytics and machine learning models, this book provides a comprehensive practical guide for marketers. It also takes a look into the future of how AI will impact the use of marketing effectiveness, and features real world examples from Snickers, Warby Parker and Uber Eats.
Marketing Effectiveness And Accountability In Smes
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Author : Trevor A. Smith
language : en
Publisher: Springer Nature
Release Date : 2022-09-27
Marketing Effectiveness And Accountability In Smes written by Trevor A. Smith and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-09-27 with Business & Economics categories.
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.
Marketing Value Metrics
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Author : Malcolm McDonald
language : en
Publisher: Kogan Page Publishers
Release Date : 2014-10-03
Marketing Value Metrics written by Malcolm McDonald and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-03 with Business & Economics categories.
This second edition of Marketing Accountability, now transformed to Marketing Value Metrics, introduces and guides readers through a metrics model developed at the renowned Cranfield School of Management that not only shows how marketing systematically contributes to shareholder value, but also provides a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable. Malcolm McDonald, Stan Maklan and Peter Mouncey introduce strategic marketing planning and then describe in detail the key steps in the modelling process as well as the procedures for applying it in practice. Updated throughout, this new edition includes the latest digital and social media metrics and advice on measuring the effectiveness of multichannel strategies. Marketing Value Metrics will enable marketing executives to measure more effectively the impact of marketing activity against organizational goals and will empower marketing teams and their managers to justify and defend their plans and strategies to their CEOs and CFOs.
Marketing Calculator
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Author : Guy R. Powell
language : en
Publisher: John Wiley & Sons
Release Date : 2008-09-29
Marketing Calculator written by Guy R. Powell and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-29 with Business & Economics categories.
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.
Building Marketing Effectiveness In Healthcare
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Author : David Terry Paul
language : en
Publisher:
Release Date : 1985
Building Marketing Effectiveness In Healthcare written by David Terry Paul and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1985 with Medical categories.
Marketing Effectiveness
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Author : Sorin Patilinet
language : en
Publisher:
Release Date : 2025-08-03
Marketing Effectiveness written by Sorin Patilinet and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2025-08-03 with Business & Economics categories.
In recent years with tightening budgets, an explosion of data points and advancements in analytical methods, marketers are now more than ever expected to deliver quantifiable results. This is where marketing effectiveness comes in. Contrary to popular belief marketing effectiveness is not just about the measuring of ROI. The lens of effectiveness must be applied to all marketing mix elements, from strategy to pricing and product, to media and advertising. It's a strategic shift that demands robust evidence-based decisions and consistent application in order to grow. Written by leading marketing practitioner, Sorin Patilinet, this book enables mid-senior level marketers to integrate the scientific methods and advanced measurements required for true marketing effectiveness into their marketing strategies, in order to reap the benefits of strong customer understanding and developing decision-making processes for growth. Covering everything from neuroscience and its application to marketing to advanced analytics and machine learning models, this book provides a comprehensive practical guide for marketers. It also takes a look into the future of how AI will impact the use of marketing effectiveness, and features real world examples from Snickers, Warby Parker and Uber Eats.
Market Share Analysis
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Author : Lee G. Cooper
language : en
Publisher: Springer
Release Date : 2011-10-17
Market Share Analysis written by Lee G. Cooper and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-17 with Business & Economics categories.
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.
E Marketing
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Author : Malcolm McDonald
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 1999
E Marketing written by Malcolm McDonald and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Electronic commerce categories.
The information revolution is radically changing industry, fuelled by the coming of age of database technology and the establishment of a global market through the Internet. This has enabled the development of customer-tailored products and IT-enabled marketing. For marketing managers required to exploit the benefits the technology offers, the pace of technological change can be daunting.This report from Cranfield School of Managemen provides a comprehensive overview of IT-enabled marketing. It is written with the needs of marketers in mind, to help them optimise their marketing strategies in the digital world. Drawing on interviews with leading industry observers and academics, complemented by case studies from a wide range of industries, the report illustrates how blue-chip organisations are embracing new information-tailored marketing techniques. Contents include:The drivers for change The e-marketing mix A map of IT in marketing When to use the Internet Software for analysis and planning Case studies
Marketing Accountability
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Author : Malcolm McDonald
language : en
Publisher: Kogan Page Publishers
Release Date : 2011-01-03
Marketing Accountability written by Malcolm McDonald and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-03 with Business & Economics categories.
No CEO or CFO wants to hear that their marketing investment was a gamble, and greater accountability for marketing expenditure is one of the biggest issues facing the marketing community today. Marketing Accountability by Malcolm McDonald and Peter Mouncey is a major breakthrough for marketing and essential reading for any marketing professional. Based on seven years' research into global best practice in marketing, it introduces a marketing metrics model that will help you to measure marketing effectiveness, align marketing activities with corporate strategy and deliver accountability. Marketing Accountability will enable senior executives to measure the impact of marketing activities against the goals of an organization, and empower marketers to justify their actions to both CEOs and their Chief Financial Officers.