Mastering Market Analytics ― Business Metrics - Practice and Application
商品資訊
ISBN13:9781787148369
出版社:Emerald Group Pub Ltd
作者:Robert Kozielski
出版日:2017/11/24
裝訂/頁數:精裝/350頁
規格:22.9cm*15.2cm*3.2cm (高/寬/厚)
相關商品
商品簡介
商品簡介
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.
主題書展
更多
主題書展
更多書展本週66折
您曾經瀏覽過的商品
購物須知
外文書商品之書封,為出版社提供之樣本。實際出貨商品,以出版社所提供之現有版本為主。部份書籍,因出版社供應狀況特殊,匯率將依實際狀況做調整。
無庫存之商品,在您完成訂單程序之後,將以空運的方式為你下單調貨。為了縮短等待的時間,建議您將外文書與其他商品分開下單,以獲得最快的取貨速度,平均調貨時間為1~2個月。
為了保護您的權益,「三民網路書店」提供會員七日商品鑑賞期(收到商品為起始日)。
若要辦理退貨,請在商品鑑賞期內寄回,且商品必須是全新狀態與完整包裝(商品、附件、發票、隨貨贈品等)否則恕不接受退貨。