Author: Michael J.. ThomasPublisher:
ISBN: 9780861762729
Category :
Languages : en
Pages : 71
Book Description
Marketing Productivity Analysis
Author: Michael J.. ThomasPublisher:
ISBN: 9780861762729
Category :
Languages : en
Pages : 71
Book Description
Marketing Productivity Analysis
Author: Charles Henry SevinPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 164
Book Description
Productivity in Marketing
Author: Louis P. BucklinPublisher: Marketing Classics Press
ISBN: 1613112130
Category : Business & Economics
Languages : en
Pages : 128
Book Description
Analysis and Appraisal of Measurements of Marketing Productivity
Author: Richard Frank SulcNew Developments in Productivity Analysis
Author: Charles R. HultenPublisher: University of Chicago Press
ISBN: 0226360644
Category : Medical
Languages : en
Pages : 648
Book Description
The productivity slowdown of the 1970s and 1980s and the resumption of productivity growth in the 1990s have provoked controversy among policymakers and researchers. Economists have been forced to reexamine fundamental questions of measurement technique. Some researchers argue that econometric approaches to productivity measurement usefully address shortcomings of the dominant index number techniques while others maintain that current productivity statistics underreport damage to the environment. In this book, the contributors propose innovative approaches to these issues. The result is a state-of-the-art exposition of contemporary productivity analysis. Charles R. Hulten is professor of economics at the University of Maryland. He has been a senior research associate at the Urban Institute and is chair of the Conference on Research in Income and Wealth of the National Bureau of Economic Research. Michael Harper is chief of the Division of Productivity Research at the Bureau of Labor Statistics. Edwin R. Dean, formerly associate commissioner for Productivity and Technology at the Bureau of Labor Statistics, is adjunct professor of economics at The George Washington University.
The Marketing Approach to Productivity Analysis
Author: Carmen Berné ManeroMarketing Calculator
Author: Guy R. PowellPublisher: John Wiley & Sons
ISBN: 1118507827
Category : Business & Economics
Languages : en
Pages : 304
Book Description
This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.
Drilling Down: Turning Customer Data into Profits with a Spreadsheet
Author: Jim NovoPublisher: BookLocker.com, Inc.
ISBN: 1644387832
Category : Business & Economics
Languages : en
Pages : 380
Book Description
I spend a lot of time in marketing-oriented discussion lists. If you do, you probably also sense the incredible frustration of people who keep asking about using their customer data to retain customers and increase profits. Everybody knows they should be doing it, but can't find out how to do it. Consultants and agencies make this process sound like some kind of "black magic", something you can't possibly do yourself. I disagree. I think the average business owner can do a perfectly decent job creating profiles and using them to retain customers and drive profits. Thus the book. The examples provided are Internet specific, but the methods can be used in any business where customer data is available. This book is about the down-and-dirty, nitty-gritty art of taking chunks of data generated by your customers and making sense of it, getting it to speak to you, creating insight into what types of marketing or general business actions you can take to make your business more profitable. We'll be talking about "action-oriented" ideas you can generate on your own to drive sales and profits, ideas that will reveal themselves by analyzing your own customer data, using only a spreadsheet. We have all heard how important it is to collect customer data, to "know" your customer. What I don't hear much about is what exactly you DO with all that data once you have collected it. How is it used? What exactly is Drilling Down into the data supposed to tell me, and what am I looking for when I get there? For that matter, what data should I be collecting and how will I use it when I have it? And how much is this process going to cost me? The following list outlines what you will learn and be able to do after reading the Drilling Down book: --What data is important to collect about a customer and what data is not --How to create action-oriented customer profiles with an Excel spreadsheet --How to use these profiles to plan marketing promotions --How to use these profiles to define the future value of your customers --How to use these profiles to measure the general health of your business --How to use these profiles to encourage customers to do what you want them to --How to predict when a customer is about to defect and leave you --How to increase your profits while decreasing your marketing costs --How to design high ROI (Return on Investment) marketing promotions How to blow away investors with predictions of the future profitability of your business Table of Contents Chapter 1: What's a Customer Profile? Chapter 2: Data-Driven Marketing - Customer Retention Basics Chapter 3: The Language of Data, The Science of Profit Chapter 4: Interactivity Changes the Rules of the Game Chapter 5: How to Build a Customer Profiling Spreadsheet Chapter 6: How to Profile (Score) Your Customers Chapter 7: Marketing Using Customer Scores - Basic Approach Chapter 8: Using Customer Characteristics and Multiple Scores Chapter 9: Watching Scores over Time - Customer LifeCycles Chapter 10: Customer Scoring Grids - Profiling on Steroids Chapter 11: Calculating and Using LifeTime Value in Promotions Chapter 12: Turning Profiles into Profits - the Staging Area Chapter 13: Turning Profiles into Profits - the Financial Model Chapter 14: Turning Profiles into Profits - Financial Tweaks Chapter 15: Measuring Success in Best Customer Promotions Chapter 16: Some Final Thoughts Seasonal Adjustments to Marketing Promotions Don't Fight Customer Behavior CRM Software and Customer Scoring Data-Driven Marketing Program Descriptions There's more! Automate the basic customer scoring process on large groups of customers. Use the software included free with this edition! Windows OS and MS Access and Excel required to run the software.
Marketing Performance Assessment
Author: Thomas V. BonomaPublisher: Harvard Business Review Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 230
Book Description
Increasing Marketing Productivity and Conceptual and Methodological Foundation of Marketing
Author: American Marketing AssociationPublisher:
ISBN:
Category : Marketing
Languages : en
Pages : 588
Book Description