Assessing Marketing Strategy Performance
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| Author | : Christine Moorman |
| Publisher | : |
| Total Pages | : 304 |
| Release | : 2004 |
| Genre | : Business & Economics |
| ISBN | : |
"Offering a diverse set of approaches, from stock market response modeling to historical analysis, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about the value of marketing and the productivity of marketing investments. It will be a valuable resource to those seeking to better understand marketing's role in the firm"--
| Author | : Thomas V. Bonoma |
| Publisher | : Harvard Business Review Press |
| Total Pages | : 230 |
| Release | : 1988 |
| Genre | : Business & Economics |
| ISBN | : |
| Author | : Venkatesh Shankar |
| Publisher | : Edward Elgar Publishing |
| Total Pages | : 529 |
| Release | : 2012 |
| Genre | : Business & Economics |
| ISBN | : 1781005222 |
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
| Author | : Paul Roetzer |
| Publisher | : John Wiley & Sons |
| Total Pages | : 260 |
| Release | : 2014-08-04 |
| Genre | : Business & Economics |
| ISBN | : 1118883438 |
Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.
| Author | : Steve Fairbanks |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 324 |
| Release | : 2018-05-01 |
| Genre | : Business & Economics |
| ISBN | : 1787439828 |
Performance-Based Strategy offers a practical set of 21 simple, productive tools that will enable practitioners to develop effective strategies.
| Author | : Laura Patterson |
| Publisher | : Racom Communication |
| Total Pages | : 172 |
| Release | : 2009 |
| Genre | : Business & Economics |
| ISBN | : |
Talk about marketing accountability has become almost commonplace. Most marketing executives understand the need to know the numbers. The real question is, Which numbers? Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization answers those questions and addresses those problems with a balance of sound theory and technique and practical application. The author, a veteran of marketing on both sides"the client side and the consultant side"explains how you need to begin by identifying the elements of the right culture. First, every company's product makeup, competitive situation, resources, and internal strengths and weaknesses differ. So do its needs for particular metrics. It is necessary to be able to identify which metrics matter to your organization's circumstances. Next it is necessary to create a culture of accountability. Everyone in the organization has to be "and be seen as being"on the same side and n the same page. Finance can't be seen as the enemy, and Sales and Marketing need work especially hard to coordinate their efforts. But this sense of accountability needs to extend from the C-Suite to the customer service and order entry people. Quality approaches and sophisticated ideas then become much more productive in the marketplace. A metrics audit will help establish where you are now, and mapping will enable you to align processes to better develop your dashboard. This book provides wise counsel for identifying which metrics matter most to your organization and practical guidance for putting all the sophisticated marketing tools to profitable use in your company.
| Author | : Berend Wierenga |
| Publisher | : Springer |
| Total Pages | : 598 |
| Release | : 2017-07-12 |
| Genre | : Business & Economics |
| ISBN | : 3319569414 |
The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.
| Author | : Paul Roetzer |
| Publisher | : John Wiley & Sons |
| Total Pages | : 262 |
| Release | : 2011-11-29 |
| Genre | : Business & Economics |
| ISBN | : 111817688X |
Build a disruptive marketing agency for the modern age The marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be engrained into the DNA and blended with traditional methods for integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency. The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. It will use efficiency and productivity, not billable hours, as the essential drivers of profitability. Its value and success will be measured by outcomes, not outputs. Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors. The Marketing Agency Blueprint demonstrates how to: Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers Develop highly efficient management systems and more effective account teams Deliver greater results and value to clients This is the future of the marketing services industry. A future defined and led by underdogs and innovators. You have the opportunity to be at the forefront of the transformation.
| Author | : |
| Publisher | : John Wiley & Sons |
| Total Pages | : 418 |
| Release | : |
| Genre | : |
| ISBN | : 1394162723 |
| Author | : Naresh Malhotra |
| Publisher | : Routledge |
| Total Pages | : 216 |
| Release | : 2017-09-25 |
| Genre | : Business & Economics |
| ISBN | : 1351550993 |
First Published in 2017. Routledge is an imprint of Taylor & Francis, an Informa company.
