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Data-Driven Marketing: The 15 Metrics Everyone In Marketing Should Know 9780470504543书籍详细信息
- ISBN：9780470504543
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2010-03
- 页数：暂无页数
- 价格：204.60
- 纸张：胶版纸
- 装帧：精装
- 开本：大32开
- 语言：未知
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- TAG：暂无
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内容简介：
Marketing is frequently viewed with skepticism by
non-marketing business executives and when times are tough is often
one of the first budget cuts. For marketing executives, the
challenge of providing concrete results is amplified due to the
'fuzzy' nature of branding and awareness. Marketing in the
post-collapse economic era will become much more rigorous and
data-driven, as marketing budgets are cut and each campaign has to
prove its ROI.
New research at the Kellogg School of Management on return on
marketing investment (ROMI) shows how organizations can deliver
significant performance gains from marketing. The Author's survey
of 252 firms captures $53 billion of annual marketing spending and
forms the foundation for this book. This research is complemented
by experience teaching ROMI to executives at Microsoft, DuPont,
Nisan, Philips, Sony and many other firms.
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作者介绍：
Mark Jeffery is the Director of Technology Initiatives and Senior Lecturer in the Center for Research in Technology and Innovation at the Kellogg School of Management. He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original case studies with Harvard Business School Publishing. At Kellogg, he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and DuPont. He is also the Managing Partner of Agile Insights LLC, a marketing and technology consultancy.
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