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Mastering Market Analytics
Engelsk Paperback
SPAR
kr 138
Mastering Market Analytics
Engelsk Paperback
In Mastering Market Analytics, Robert Kozielski presents various measurement systems and marketing metrics, along with common mistakes made by organizations and managers in the process of measuring business activities, and illustrates how to avoid these mistakes. 

The new turbulent business environment has resulted in the decrease in effectiveness and efficiency of marketing activities, resulting in 50% of campaigns in social media remaining unnoticed by the public in 2016 alone. Response rates on emailing campaigns have dropped, one dollar invested in TV advertising generates only .32 cents of return, which all leaves the question of whether these activities are still effective in the contemporary world. What does effective marketing actually mean and which areas can be measured while assessing organizational effectiveness? Do sales and marketing benefit only the company or do they also generate value for customers? 

With over twenty years of experience in world markets, Kozielski takes lessons and case studies from Eastern Europe to delve into 76 indicators, divided into four groups: sales, distribution, marketing communication, and ecommerce and social media, exploring from both the strategic and operational points of view. Linking applicable descriptions of the metrics with systems of measurement for these marketing activities and results, Kozielski’s work is of interest to marketing scholars and MBA students.
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In Mastering Market Analytics, Robert Kozielski presents various measurement systems and marketing metrics, along with common mistakes made by organizations and managers in the process of measuring business activities, and illustrates how to avoid these mistakes. 

The new turbulent business environment has resulted in the decrease in effectiveness and efficiency of marketing activities, resulting in 50% of campaigns in social media remaining unnoticed by the public in 2016 alone. Response rates on emailing campaigns have dropped, one dollar invested in TV advertising generates only .32 cents of return, which all leaves the question of whether these activities are still effective in the contemporary world. What does effective marketing actually mean and which areas can be measured while assessing organizational effectiveness? Do sales and marketing benefit only the company or do they also generate value for customers? 

With over twenty years of experience in world markets, Kozielski takes lessons and case studies from Eastern Europe to delve into 76 indicators, divided into four groups: sales, distribution, marketing communication, and ecommerce and social media, exploring from both the strategic and operational points of view. Linking applicable descriptions of the metrics with systems of measurement for these marketing activities and results, Kozielski’s work is of interest to marketing scholars and MBA students.
Produktdetaljer
Sprog: Engelsk
Sider: 448
ISBN-13: 9781838679309
Indbinding: Paperback
Udgave:
ISBN-10: 1838679308
Udg. Dato: 4 nov 2019
Længde: 24mm
Bredde: 152mm
Højde: 228mm
Oplagsdato: 4 nov 2019
Forfatter(e):
Forfatter(e)


Kategori Markedsundersøgelser


Sprog Engelsk


Indbinding Paperback


Sider 448


Udgave


Længde 24mm


Bredde 152mm


Højde 228mm


Udg. Dato 4 nov 2019


Oplagsdato 4 nov 2019

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