Marketing Metrics: A Guide to Measuring Marketing Performance for Decision-Making - Brossura

Donald Roy (author)

 
9781793538321: Marketing Metrics: A Guide to Measuring Marketing Performance for Decision-Making
Brossura
ISBN 10: 1793538328 ISBN 13: 9781793538321
Casa editrice: Cognella Academic Publishing, 2023

Sinossi

Marketing Metrics: A Guide to Measuring Marketing Performance for Decision-Making provides students with the skills and strategies they need to effectively assess the efficacy of marketing initiatives. With this knowledge, future marketers are well-equipped to speak to impact of marketing activities, make recommendations, and influence the trajectory of business decisions within their company or organisation.

The book introduces metrics and related topics involved in measuring marketing performance. Opening chapters provide readers with an introduction to marketing metrics and describe the different sources of data available to marketers. Additional chapters address metrics that gauge the health of a firm's marketing function, such as growth rate, market share, relative market share, and net promoter score, as well as the relationships between price, costs, and profit. Students learn how to evaluate customer relationships, how marketing efforts can affect sales, and the ins and outs of online marketing, e-commerce, and email marketing. The topics of social media marketing, Google Analytics, and practices and technology tools for presenting information are included. Throughout the text, students learn how to calculate metrics and then how to convert that data into valuable knowledge and powerful decision-making.

Developed to provide future marketing professionals with a foundational guide to assessment, Marketing Metrics is an ideal textbook for courses and programs in marketing and advertising.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Editore
Cognella Academic Publishing
Data di pubblicazione
2023
Lingua
Inglese
ISBN 10 
1793538328
ISBN 13 
9781793538321
Rilegatura
Copertina flessibile
Numero di pagine
232
Contatto del produttore
non disponibile
Persona responsabile
non disponibile