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

Roy, Donald

 
9781793538321: Marketing Metrics: A Guide to Measuring Marketing Performance for Decision-Making
Couverture souple
ISBN 10 : 1793538328 ISBN 13 : 9781793538321
Editeur : Cognella, Inc, 2023

Synopsis

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 organization.


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.


Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Donald P. Roy is a professor of marketing at Middle Tennessee State University. He holds a Ph.D. from the University of Memphis, an M.B.A. from Mississippi College, and a B.B.A. from Mississippi State University. His areas of professional expertise include management, promotion, and sports marketing.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Cognella, Inc
Date d'édition
2023
Langue
anglais
ISBN 10 
1793538328
ISBN 13 
9781793538321
Reliure
Broché
Nombre de pages
232
Coordonnées du fabricant
non disponible
Personne responsable
non disponible