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Measuring marketing : the 100+ essential metrics every marketer needs / / John A. Davis
| Measuring marketing : the 100+ essential metrics every marketer needs / / John A. Davis |
| Autore | Davis John A. |
| Edizione | [Third edition.] |
| Pubbl/distr/stampa | Berlin, [Germany] ; ; Boston, [Massachusetts] : , : De G Press, , 2018 |
| Descrizione fisica | 1 online resource (392 pages) : illustrations |
| Disciplina | 658.4038 |
| Soggetto topico |
Marketing - Evaluation
Marketing research |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-5015-0722-2 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Frontmatter -- Praise For Measuring Marketing, Third Edition / Bodell, Lisa / Farrell, Mark / Nair, Hari / McCabe, Thomas / Leonard, Steve / Vallisuta, Pakpoom -- About The Author -- Contents -- Introduction -- Part 1: Corporate Financial Metrics -- Part 2: Marketing Planning Measures -- Part 3: Brand Metrics -- Part 4: Customers Metrics -- Part 5: Product/Offering Metrics -- Part 6: Price Metrics -- Part 7: Advertising/Promotion Metrics -- Part 8: Direct Marketing Metrics -- Part 9: Digital/Social Metrics -- Part 10: Place/Distribution Metrics -- Part 11: Sales Metrics |
| Record Nr. | UNINA-9910466975103321 |
Davis John A.
|
||
| Berlin, [Germany] ; ; Boston, [Massachusetts] : , : De G Press, , 2018 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Measuring marketing : the 100+ essential metrics every marketer needs / / John A. Davis
| Measuring marketing : the 100+ essential metrics every marketer needs / / John A. Davis |
| Autore | Davis John <1960 February 17-> |
| Edizione | [Third edition.] |
| Pubbl/distr/stampa | Boston ; ; Berlin : , : Walter de Gruyter, , [2018] |
| Descrizione fisica | 1 online resource : illustrations |
| Soggetto topico |
Marketing - Evaluation
Marketing research |
| Soggetto non controllato |
Analytics
Data-driven Marketing performance Metrics Quant |
| ISBN | 1-5015-0722-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Frontmatter -- Praise For Measuring Marketing, Third Edition / Bodell, Lisa / Farrell, Mark / Nair, Hari / McCabe, Thomas / Leonard, Steve / Vallisuta, Pakpoom -- About The Author -- Contents -- Introduction -- Part 1: Corporate Financial Metrics -- Part 2: Marketing Planning Measures -- Part 3: Brand Metrics -- Part 4: Customers Metrics -- Part 5: Product/Offering Metrics -- Part 6: Price Metrics -- Part 7: Advertising/Promotion Metrics -- Part 8: Direct Marketing Metrics -- Part 9: Digital/Social Metrics -- Part 10: Place/Distribution Metrics -- Part 11: Sales Metrics |
| Record Nr. | UNINA-9910796604803321 |
|
Davis John <1960 February 17->
|
||
| Boston ; ; Berlin : , : Walter de Gruyter, , [2018] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Measuring marketing : the 100+ essential metrics every marketer needs / / John A. Davis
| Measuring marketing : the 100+ essential metrics every marketer needs / / John A. Davis |
| Autore | Davis John <1960 February 17-> |
| Edizione | [Third edition.] |
| Pubbl/distr/stampa | Boston ; ; Berlin : , : Walter de Gruyter, , [2018] |
| Descrizione fisica | 1 online resource : illustrations |
| Soggetto topico |
Marketing - Evaluation
Marketing research |
| Soggetto non controllato |
Analytics
Data-driven Marketing performance Metrics Quant |
| ISBN | 1-5015-0722-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Frontmatter -- Praise For Measuring Marketing, Third Edition / Bodell, Lisa / Farrell, Mark / Nair, Hari / McCabe, Thomas / Leonard, Steve / Vallisuta, Pakpoom -- About The Author -- Contents -- Introduction -- Part 1: Corporate Financial Metrics -- Part 2: Marketing Planning Measures -- Part 3: Brand Metrics -- Part 4: Customers Metrics -- Part 5: Product/Offering Metrics -- Part 6: Price Metrics -- Part 7: Advertising/Promotion Metrics -- Part 8: Direct Marketing Metrics -- Part 9: Digital/Social Metrics -- Part 10: Place/Distribution Metrics -- Part 11: Sales Metrics |
| Record Nr. | UNINA-9910808558803321 |
|
Davis John <1960 February 17->
|
||
| Boston ; ; Berlin : , : Walter de Gruyter, , [2018] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Win/loss reviews : a new knowledge model for competitive intelligence / / Rick Marcet
| Win/loss reviews : a new knowledge model for competitive intelligence / / Rick Marcet |
| Autore | Marcet Rick |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley & Sons, Inc., , 2011 |
| Descrizione fisica | 1 online resource (226 p.) |
| Disciplina |
658
658.4/038 |
| Collana | The executive leadership series |
| Soggetto topico |
Marketing - Evaluation
Business intelligence Strategic planning Competition |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-10260-6
1-119-20238-8 1-283-17692-0 9786613176929 1-118-10258-4 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Win/Loss Reviews: A New Knowledge Model for Competitive Intelligence; Contents; Preface; Acknowledgments; Chapter 1: Introduction; Trusting Today's Seller; Listen to the Customer, Too; Driving Scale and Accuracy; A New Approach; Summary; Notes; Chapter 2: Win/Loss Reviews and Business Intelligence; A New Knowledge Model; BI Governance; Providers of Self-Service BI; Pocket BI: Intelligence to Go; From BI to Competitive Intelligence; Summary; Notes; Chapter 3: Why Do We Win or Lose?; Factors Contributing to Wins and Losses; Is a Win Always a Win?; Narratives Provide Additional Context
Factor WeightingDo We Learn More from Wins or Losses?; Disengaged Opportunities: What's the Real Story?; Delayed Deals Benefit from Win/Loss Reviews; Summary; Note; Chapter 4: Capturing the Data; Unlocking Tacit Knowledge; Opportunity Details; Outcome Factors; The Narrative; Accommodating Multiple Languages; Summary; Note; Chapter 5: Surfacing the Insights; Tactical Insights; Strategic Insights; Summarizing the Information; Accountability for Surfacing Insights; Trends and Statistical Evidence; Summary; Note; Chapter 6: Beyond Competitive Insights; Award Programs; Recognition Marketing Case StudiesSummary; Chapter 7: Measuring Process and Outcome Performance; Scale Drives Quantity; Quality Drives Value; Value, Expectations, and Policy; Setting Expectations; Policy Considerations; Measuring Outcome Performance; Summary; Chapter 8: Stakeholder and Cultural Considerations; Account Manager; Sales Manager; Product Manager; Marketing Manager; Corporate Leadership; An Emerging Career Skill and Role Requirement; Corporate and Leadership Culture; Culture and Social Networks; Social Media Paradigms; Summary; Notes; Chapter 9: Implementing a Win/Loss Review Program Establishing Business Goals and ObjectivesPlanning Phase; Elicitation, Documentation, and Review Phase; Gathering Insights from Current Tools, Processes, and Documents; In-Person/Group Input; Concerns and Issues; Consolidation and Publication of Results; Managing Phase; Design, Develop, Implement, and Support; Training and Guidance; Summary; Note; Conclusion: A Look Forward; Appendix A: Process Improvement: A Case Study; Background; Problem Statement; Hypothesis; Approach; Define Phase; Voice of the Customer; Stakeholder Analysis; Measure Phase; Analyze Phase; Improve Phase; Control Phase ResultsNote; Appendix B: From the Blogosphere; On Whether Sales Teams or Customer Interviews Provide Most Insights; Effect of Social Networking on Win/Loss Reviews; What Win/Loss Reviews May Reveal Beyond Pricing Issues; Win/Loss Review Process Improvement; Appendix C: Software and Services for Win/Loss Review; Software Solution; Partner Profiles; Glossary; About the Author; Index |
| Record Nr. | UNINA-9910139605303321 |
|
Marcet Rick
|
||
| Hoboken, New Jersey : , : John Wiley & Sons, Inc., , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Win/loss reviews : a new knowledge model for competitive intelligence / / Rick Marcet
| Win/loss reviews : a new knowledge model for competitive intelligence / / Rick Marcet |
| Autore | Marcet Rick |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley & Sons, Inc., , 2011 |
| Descrizione fisica | 1 online resource (226 p.) |
| Disciplina |
658
658.4/038 |
| Collana | The executive leadership series |
| Soggetto topico |
Marketing - Evaluation
Business intelligence Strategic planning Competition |
| ISBN |
1-118-10260-6
1-119-20238-8 1-283-17692-0 9786613176929 1-118-10258-4 |
| Classificazione | BUS043000 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Win/Loss Reviews: A New Knowledge Model for Competitive Intelligence; Contents; Preface; Acknowledgments; Chapter 1: Introduction; Trusting Today's Seller; Listen to the Customer, Too; Driving Scale and Accuracy; A New Approach; Summary; Notes; Chapter 2: Win/Loss Reviews and Business Intelligence; A New Knowledge Model; BI Governance; Providers of Self-Service BI; Pocket BI: Intelligence to Go; From BI to Competitive Intelligence; Summary; Notes; Chapter 3: Why Do We Win or Lose?; Factors Contributing to Wins and Losses; Is a Win Always a Win?; Narratives Provide Additional Context
Factor WeightingDo We Learn More from Wins or Losses?; Disengaged Opportunities: What's the Real Story?; Delayed Deals Benefit from Win/Loss Reviews; Summary; Note; Chapter 4: Capturing the Data; Unlocking Tacit Knowledge; Opportunity Details; Outcome Factors; The Narrative; Accommodating Multiple Languages; Summary; Note; Chapter 5: Surfacing the Insights; Tactical Insights; Strategic Insights; Summarizing the Information; Accountability for Surfacing Insights; Trends and Statistical Evidence; Summary; Note; Chapter 6: Beyond Competitive Insights; Award Programs; Recognition Marketing Case StudiesSummary; Chapter 7: Measuring Process and Outcome Performance; Scale Drives Quantity; Quality Drives Value; Value, Expectations, and Policy; Setting Expectations; Policy Considerations; Measuring Outcome Performance; Summary; Chapter 8: Stakeholder and Cultural Considerations; Account Manager; Sales Manager; Product Manager; Marketing Manager; Corporate Leadership; An Emerging Career Skill and Role Requirement; Corporate and Leadership Culture; Culture and Social Networks; Social Media Paradigms; Summary; Notes; Chapter 9: Implementing a Win/Loss Review Program Establishing Business Goals and ObjectivesPlanning Phase; Elicitation, Documentation, and Review Phase; Gathering Insights from Current Tools, Processes, and Documents; In-Person/Group Input; Concerns and Issues; Consolidation and Publication of Results; Managing Phase; Design, Develop, Implement, and Support; Training and Guidance; Summary; Note; Conclusion: A Look Forward; Appendix A: Process Improvement: A Case Study; Background; Problem Statement; Hypothesis; Approach; Define Phase; Voice of the Customer; Stakeholder Analysis; Measure Phase; Analyze Phase; Improve Phase; Control Phase ResultsNote; Appendix B: From the Blogosphere; On Whether Sales Teams or Customer Interviews Provide Most Insights; Effect of Social Networking on Win/Loss Reviews; What Win/Loss Reviews May Reveal Beyond Pricing Issues; Win/Loss Review Process Improvement; Appendix C: Software and Services for Win/Loss Review; Software Solution; Partner Profiles; Glossary; About the Author; Index |
| Record Nr. | UNINA-9910830848803321 |
|
Marcet Rick
|
||
| Hoboken, New Jersey : , : John Wiley & Sons, Inc., , 2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
