Data-driven marketing : the 15 metrics everyone in marketing should know / Mark Jeffery.

Format:

Book

Author/Creator:

Jeffery, Mark, 1965-

Language:

English

Subjects (All):

Marketing research.

Marketing--Mathematical models.

Marketing.

Marketing--Case studies.

Physical Description:

1 online resource (323 p.)

Edition:

1st ed.

Place of Publication:

Hoboken, N.J. : Wiley, c2010.

Language Note:

English

Summary:

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 S

Contents:

Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know; CONTENTS; DOWNLOADABLE ROMI RESOURCES; ACKNOWLEDGMENTS; INTRODUCTION; Part I: Essentials; Chapter 1: The Marketing Divide; Chapter 2: Where Do You Start?; Chapter 3: The 10 Classical Marketing Metrics; Part II: 15 Metrics to Radically Improve Marketing Performance; Chapter 4: The Five Essential Nonfinancial Metrics; Chapter 5: Show Me the ROI!; Chapter 6: All Customers Are Not Equal; Chapter 7: From Clicks to Value with Internet Marketing Metrics; Part III: The Next Level; Chapter 8: Agile Marketing

Chapter 9: Wow, That Product Is Exactly What I Need!Chapter 10: What's It Going to Take?; Chapter 11: Marketing Budgets, Technology, and Core Processes; Appendix for Instructors: How to Use This Book to Teach Data-Driven Marketing; NOTES; INDEX

Notes:

Description based upon print version of record.

Description based on metadata supplied by the publisher and other sources.

ISBN:

9786612548413

9780470595695

0470595698

9781119198666

1119198666

9781282548411

1282548417

9780470595688

047059568X

OCLC:

593331748