Marketing Metrics - Roy, Donald P.
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
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.