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Mastering Market Analytics: Business Metrics - Practice and Application by Rober
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- Buy It NowMastering Market Analytics: Business Metrics - Practice and Application by Rober
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Item specifics
- Condition
- ISBN-13
- 9781838679309
- Book Title
- Mastering Market Analytics
- ISBN
- 9781838679309
- Publication Year
- 2019
- Type
- Textbook
- Format
- Paperback
- Language
- English
- Publication Name
- Mastering Market Analytics: Business Metrics-Practice and Application
- Item Height
- 229mm
- Publisher
- Emerald Publishing The Limited
- Item Width
- 152mm
- Subject
- Marketing, Business
- Number of Pages
- 448 Pages
About this product
Product Information
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.
Product Identifiers
Publisher
Emerald Publishing The Limited
ISBN-13
9781838679309
eBay Product ID (ePID)
5046540922
Product Key Features
Publication Name
Mastering Market Analytics: Business Metrics-Practice and Application
Format
Paperback
Language
English
Subject
Marketing, Business
Publication Year
2019
Type
Textbook
Number of Pages
448 Pages
Dimensions
Item Height
229mm
Item Width
152mm
Additional Product Features
Editor
Robert Kozielski
Country/Region of Manufacture
United Kingdom
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eBay item number:364717891553
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