Marketing Metrics A Guide to Measuring Marketing Performance for DecisionMaking
Language: English
Published by Cognella Academic Publishing, 2023
- Softcover
- New
Condition: New
£ 99.48
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Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Über den AutorDonald 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 a.
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- Title
- Marketing Metrics A Guide to Measuring Marketing Performance for DecisionMaking
- Author
- Donald Roy
- Publisher
- Cognella Academic Publishing
- Publication year
- 2023
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 1793538328
- ISBN 13
- 9781793538321
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.
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