Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know

Sprache: Englisch

Verlag: John Wiley & Sons Inc, United States, New York, 2010

0470504544 / 9780470504543

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NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organizationIn-depth discussion of the fifteen key metrics every marketer should knowBased on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firmsUses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spendingIn-depth examples of how to apply the principles in small and large organizationsFree downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged.

Bestandsnummer des Verkäufers GOR006208519

Titel
Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
Autor
Mark Jeffery (Northwestern University Kellogg School of Management, IL)
Verlag
John Wiley & Sons Inc, United States, New York
Veröffentlichungsjahr
2010
Zustand
Very Good
Einband
Paperback
Sprache
Englisch
ISBN-10
0470504544
ISBN-13
9780470504543
Artikelgewicht
608 Gramm
Abmessungen
158.0 x 234.0

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